Marketing (& Celebrating) Singapore’s 46th Birthday

August 8, 2011 1 comment

Courtesy of NDPeeps

As our nation celebrate the Lion City’s 46th National Day on 9th August, I thought it’d be interesting to review some of the ways in which this festive occasion is “marketed”.

Like celebrations in previous years, there are lots of flags and banners being flown throughout the island – in public housing estates, private homes, and basketball courts.

This year’s most notable innovation is probably in the invention of patriotic vehicle side mirror covers that look like this:

Courtesy of Dee Kay Dot As Gee

Those perpetually tethered to their computer or smart phone screens can also access the action.  Be connected through social networks like Facebook, Twitter, Youtube, Flickr, Nuffnang blogs, public blogs and a special running coverage by our “blogfather” mrbrown. There will also be a live webcast for those without access to a television screen to catch the action live from the Marina Floating Platform.

Catch the action “live” on NDP’s website

Naturally, the consumer sector is quick to leap in, with a multitude of promotions, offers and specials capitalising on the “46” to the occasion. Here are two examples below:

Source of Image

Source of Image

Public displays, online showcases, and joint promotions centred around Singapore’s solidarity aside, this year’s National Day, like any major campaign, has a strong theme too. The theme this year “Majulah! The Singapore Spirit” (majulah means onward in Malay), which is embodied by the logo below:

Quoting from last year’s National Day Rally Speech, PM Lee shared:

“The Singapore spirit is not based on a common race, language or religion. It is based on deeper things that we share: Shared values like multiracialism, meritocracy, or respect for every talent; shared loyalty and commitment to Singapore; shared responsibility for each other and pride in what we have done together; shared memories as well as dreams and aspirations…

It is the spirit in each of us which makes Singapore work the way it does and which makes Singaporeans special.”

Of course, marketing these days is all about the experience, and nothing beats the National Day Parade itself as an event showcasing Singapore’s birthday in all its ceremonial pomp and splendour.  It is the ultimate experiential showcase of a brand, in every sense of the word. There are also lots of “roadshows” happening at Community Centres, schools, shopping malls, and workplaces around the island.

Marching proud for Singapore (Courtesy of NDPeeps)

A preview of this evening’s action (Courtesy of NDPeeps)

As we gaze in awe at the fireworks displays at Marina Bay, or stand fist over heart as we recite the pledge together, let us spend some time thinking about what the Singapore Spirit truly means for us as Singaporeans.

Does this truly epitomise the Singapore Spirit? (Courtesy of NDPeeps)

Perhaps, for just one day (and hopefully longer), we could put aside all our grievances, complaints, and grumbles.  Let us focus on what’s great and wonderful about this tiny tropical island we call home with all its imperfections, quirks, and wrinkles.  Let us think about the possibilities rather than the impossibilities, and marvel about all the little things which make us who we are, as a nation, as a country, and as a people.

Happy Birthday Singapore!

By Walter
Founder of Cooler Insights, I am a geek marketer with almost 24 years of senior management experience in marketing, public relations and strategic planning. Since becoming an entrepreneur 5 years ago, my team and I have helped 58 companies and over 2,200 trainees in digital marketing, focusing on content, social media and brand storytelling.

One Comment

  1. Did you guys in Singapore do that patriotic side view mirror again this year? That’s quite unique, and definitely effective. I’m sure that made you even more nationalistic! I’ve seen people wearing their flags on their shirts, but not one like this. 😀 If I were to have mine modified, I think I would have my car wear that look the whole year. 😀

    Joshua Turner

Join The Discussion

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>