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

1 hour ago

Dove continues to #StopTheBeautyTest

The film is conceptualised by Ogilvy.

1 hour ago

Adland responds to mini-budget: 'An uncomfortable ...

Campaign asked industry leaders how Kwasi Kwarteng’s suite of tax cuts and energy caps would affect their businesses.

1 hour ago

Does creativity still drive business?

In 2019, the IPA declared a 'crisis in creative effectiveness'. Little seems to have changed since. So where does the problem lie: are awards juries too focused on creative flair and not enough on work that delivers brand performance?

1 hour ago

BBC brings editorial guidelines to life to show ...

The film works to illustrate how the BBC's editorial guidelines drive accurate and impartial reporting, illustrated with poignant footage gathered by the broadcaster in Ukraine since the war began in February.