Secret Lives of Singaporeans issue #12: Manic over Liverpool, Toto and primary school registration

SECRET LIVES OF SINGAPOREANS Issue #12 – Week commencing 18 July 2022 Authored with pride by Benecia Voon and Monica Baey

OGILVY

Secret Lives of Singaporeans is an ongoing collection of marketer-friendly briefs on the fascinating people of the little red dot, by planners and PR consultants from the big red agency. It’s not “thought leadership”, it’s “inspiration to DO”.

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Each issue comprises • One thing people in Singapore are talking about • One thing people in Singapore are searching for • One thing that’s in the news in Singapore

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One thing people in Singapore are talking about:

YOU'LL NEVER WALK ALONE (LIVERPOOL) IN SINGAPORE

Image Credits: CNA

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WHAT The news of the Liverpool vs Crystal Palace match taking place in Singapore was a dream come true for many fans here.

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Liverpool mania was raging with close to 300 fans camped outside The Ritz-Carlton just to catch a glimpse of their favourite players.

Crowds flooded the ground floor of Kallang Wave Mall and in sports bars before the match, forming a sea of red that could be heard passionately singing the chorus of the "YNWA" anthem, which reverberated throughout the Singapore Sports Hub when the match began.

The camaraderie reflected by the Liverpool FC community sheds light on how brands can leverage on fan bases to create brand love.

With fans bonding over their love for and shared experiences with the Liverpool team and brand, even the neutral public is drawn into the action and conversations.

The genuine and loyal love that has been cultivated by Liverpool fans is a great example of how some of the strongest brand communities are not built entirely brand-to-fan, but fan-to-fan.

Can other brands also put their fans to work?

SO WHAT Sources: Channel News Asia, Official Liverpool FC

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One thing people in Singapore are searching for:

$11.5 MILLION TOTO

Image Credits: Mothership.SG

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WHAT

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Following three consecutive Toto draws with no winners, the lottery price for Toto shook Singapore as it snowballed to a grand total of $11.5 million, with two lucky winners splitting the prize for $5.7 million each.

While it seems like the ultimate unattainable Singaporean dream, many still find themselves fantasising about the possibility of striking the lottery.

The Toto ticket symbolises a ticket to endless possibilities – possibilities for a silver of hope, especially against the context of rising inflation and cost of living, amidst many other challenges.

As the world emerges into a new post-pandemic era, it continues to be fraught with hardships and challenges.

Singaporeans who are adapting to this new normal are hungry for hope.

As a brand, offering them financial hope through price reductions may not be viable or in line with your marketing strategy.

Could you then provide emotional hope that is accessible for all, while firing consumers’ imaginations that they have a chance to “tio Toto” (Singlish for striking the lottery)?

SO WHAT Sources: Google Trends, Yahoo News

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OGILVY

One thing in the news in Singapore:

PRIMARY SCHOOL REGISTRATION FRENZY

Image Credits: Unsplash

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WHAT

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Primary school registration hitting the top searches in Singapore reiterates the age-old anxieties faced by parents to make the ‘correct’ choices in order to lay the proper foundation for their children’s education.

What undergirds the frenzy behind registering your children in a "good school", is the desire Singaporeans have for their children to have the best things in life.

The phenomenon of ‘idealised parenting’ has been perpetuating through social media, and parents find themselves struggling with an overwhelming sense of responsibility and guilt when it comes to setting their children up for success.

However, the definition of "best things in life" has also shifted with more Millennials and Gen Zs entering the stage of parenthood.

New-age parenting also presents new-age problems, such as exacerbated scrutiny of parenting styles, concerns about mental health and managing youths’ exposure to social media .

With modern parenting presenting such pressures, how can brands acknowledge the evolving challenges parents face – and help ease the heavy burden of raising a child in the 2020s?

SO WHAT Sources: The Straits Times

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Hungry for more?

Talk to us at secretlivessg@ogilvy.com