Singapore Airlines is brand most associated with SG50 on the internet, Amobee data finds

Singapore Airlines aircraftSingapore Airlines has been the brand most closely associated with Singapore’s SG50 celebrations on the internet, according to data from Amobee.

The airline, which painted a number of its planes in the colours of the Singapore national flag to mark the island nation’s 50th birthday, saw more than twice the level of SG50-related content consumed as the next brand, Google, which ran a contest to find a doodle to run on its homepage for national day.

MediaCorp, Singapore’s national broadcaster, was third. Amobee’s owner, telco giant Singtel, was ninth. Only two companies in the Amobee’s table – Google and Lego – are not locally based.

However, one person has dominated digital consumption around SG50 – Lee Kuan Yew.

LKY15 per cent of all SG50 digital consumption has been Lee Kuan Yew related since August 7 was named a new national holiday celebrating the late prime minister.

There was 147 per cent more digital consumption around Lee Kuan Yew than around Lee Hsien Loong, his son and the current PM between 1 January and 1 July this year.

“With Lee Kuan Yew Day acting as a focal point for the SG50 celebration; brands paying tribute to him on social media during the National Day weekend, will likely see a higher level of engagement,” Amobee suggested.

Brands with the most SG50 related consumption between January 1 – July 1, 2015

1.   Singapore Airlines
2.   Google
3.   MediaCorp
4.   DBS Bank
5.   Lego
6.   CapitaLand
7.   OCBC Bank
8.   SingPost
9.   SingTel
10. Great Eastern


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing