Faaez Samadi
Aug 25, 2017

Brands seeing minimal recall with Singapore millennials over SEA Games

An overwhelming majority of millennial Singaporeans can’t name the sponsors, according to Happi.

(Voxsports Voxer/Flickr)
(Voxsports Voxer/Flickr)

A whopping 84 percent of Singapore millennials are unable to recall the names of brands or sponsors associated with this year’s Southeast Asia Games in Kuala Lumpur, according to research from micro-survey app Happi.

In a survey of 1,436 respondents between 18 and 24 August, even the 16 percent who could recall any sponsors could only name one or two, Happi found. Official SEA Games sponsors include Grab, Air Asia, Ajinomoto, Petronas, Prudential and Sony, among others.

Happi also found that 39 percent of Singapore millennials are not following the games, while 50 percent said they are keeping up with the results. This is despite 94 percent of respondents saying they had heard of the event.

Fewer than 14 percent of those following are watching the games on television.

“Millennials are living their lives on Facebook, Twitter and Snapchat," said Greg Lipper, founder of Happi. "It’s the organisers, media rights holders, and brands that need to figure out a way to make the Southeast Asian Games more relevant and appealing to this younger generation. Live streams and online highlights are just the beginning. Organisers and broadcasters need to think about how to excite and execute for digital audiences before the 2019 games in the Philippines.” 

Related Articles

Just Published

8 minutes ago

Facebook bans Myanmar military and ads from ...

This just-announced move not only bans military-controlled state and media entities from Facebook and Instagram but also prohibits ads from military-linked commercial entities.

29 minutes ago

Spikes Asia Awards 2021: Campaign's contenders 2

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.

1 hour ago

Sexy humans dance in Pride-themed undies

A campaign for Bonds by Special Group Australia celebrates the brand's new Pride-themed product range, with an LGBTQIA+ Donna Summer dance party.

1 hour ago

Hyundai Motor replaces CMO

Hyundai's head of product and former BMW marketer Thomas Schemera takes over CMO role from Wonhong Cho to better align marketing with new product launches.