Relive the moment. Reveal the stories. Rally the nation. Our whole plan for Team Singapore’s 2017 SEA Games and ASEAN Para Games campaign revolved around the people and passion of sport and how we would leverage that to create a sense of oneness for #OneTeamSg.
2017 saw Singapore sports having plenty to live up to. Just one year before, Schooling had brought home the historic Olympic Gold for Singapore; Yip Pin Xiu quickly doubled Singapore’s global glory with a brace of Paralympic Golds. And just one year before that, in 2015, Singapore saw its best-ever SEA Games and ASEAN Para Games performance on home soil. Going into the 29th SEA Games and 9th ASEAN Para Games, we needed to maintain the momentum of Singapore sport. All the way to Kuala Lumpur.
With #OneTeamSG ready for KL, it was high time the whole of Singapore followed suit. We did so with content-rich storytelling that added more depth to how Singapore’s athletes persevere to succeed. The whole goal was to showcase not just their triumphs, but the trials that came prior, and the targets they had going into the respective Games. All backed by a team-behind-the-team of sports science and performance experts. By weaving these into a tapestry of Singapore’s sporting spirit, we aimed to rally the nation to cheer their loudest in KL. And naturally, we would bring some lucky fans up to KL to watch the Games live.
We planned out a sustained omni-channel campaign designed to keep national pride in Singapore sport high from start to finish line. Beyond featuring the athletes extensively throughout out-of-home placements, our omni-channel mix put our athletes in the limelight on Facebook and YouTube, and in people’s hands through a fun 1-minute race on-ground and online. We created an online memory match game where users had to correctly match athletes to their sport, with the fastest standing a chance to win fortnightly prizes as well as a trip to KL. This quick game proved a hot favourite and was also deployed at all on-ground activations.
Oneness with #OneTeamSG was created through a series of online videos, Facebook Canvas engagements and articles. These told the personal stories of each athlete’s glory moments and what it took for them to get there. Along the way, we revealed more about who they were outside of their sport as well as interesting aspects about their lives. So many stories were uncovered in the process. Through their telling, Singapore got to see the athletes not just as heroes on a podium, but also as friends whose progress they wanted to invest emotionally in.
Throughout the omni-channel campaign, the video, Canvas and article content were very well received. Facebook videos alone for the Ready for KL series consistently surpassed expectations both in terms of views and well-wishes from fans. When the Games concluded, it was a showing indeed. 2017 was Team Singapore’s best away SEA Games (188 medals inclusive of 58 golds) and ASEAN Para Games (50 medals inclusive of 9 golds).