Jetstar brand sentiments soar following Singapore National Day song

Jetstar Asia is seeing its brand sentiments soar following its recent "Soar for Singapore" campaign. The campaign, done in collaboration with AKA Asia, featured a special song dedicated to Singaporean travellers which was released last week on social media. It partnered with Singaporean content creator, Scott Van Der Ven, for the song too. 

The tongue in cheek song celebrates the unique spirit, pride and culture of Singapore and added some humour by showcasing uniquely Singaporean traits and quirks, including an elderly woman using karate moves to be the first person at baggage claim.  

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According to media intelligence firm Truescope, Jetstar Asia's "Soar for Singapore" anniversary song post resulted in a peak in potential impressions and mentions the day after its release, achieving 108.36 million potential impressions.

The song sparked light-hearted conversations, with netizens praising its authentic Singporean essence, fun vibes and national spirit. Comments such as “Why isn’t this a National Day song? Authentic Singaporean experience” and “This is so catchy, fun and real. Love it” highlight its infectious nature and cultural alignment.

Netizens were also commenting on Van Der Ven's talent and creativity, creating a personal brand association, directly linking the ambassador's talent and creativity to Jetstar's brand, added Truescope. 

Finally, Truescope found that there were netizens who repeated the lyric, "I wanna fly far far", suggesting that the audience found it memorable and relatable, aligning with their desire for travel and adventure. Some even expressed their desire to fly with Jetstar, indicating that the jingle successfully created a positive association with the brand. 

"The campaign’s alignment with Singapore National Day, collaboration with Scott Van Der Ven, and humorous music video contributed to this viral success. Social media hype also attracted online news sites, further amplifying its reach and making it newsworthy. This highlights the power of creative, culturally relevant content in driving engagement, enhancing brand image, and extending impact beyond social media," said Truescope. 

Jetstar's word cloud also included words such as " Singaporean culture", "Singaporean identity", "National day" and "Mr Van Der Ven" amongst others. 

To date (5 August), the song has earned close to 800,000 views on social media. According to media intelligence firm CARMA, Jetstar Asia's brand sentiments have risen to 88.2% positive and 1.7% negative following the release of the song. It was previously 51.1% positive and 24.4% negative. In addition, netizens are praising the song for incorporating Singlish and capturing uniquely Singaporean traits, said CARMA. 

Many are also praising Scott Van Der Ven on his creativity and takes on multiple roles, highlighting the diversity of talents within the local community.

According to Jetstar regional manager group marketing Belinda Allen, the campaign is the brand's way of celebrating two decades of friendship with their customers while encouraging them to explore exciting new destinations. “We are incredibly excited to celebrate Singapore’s 59th birthday with our 'Soar for Singapore' campaign,” said Allen. 

“Our partnership with Van Der Ven is a tribute to the uniqueness and vibrancy of Singapore and we hope this campaign brings joy to our customers and allows them to take off on more adventures with our great low fares," she added. In tandem, the campaign will lead up to a sale on 6 August where the carrier will be releasing 20,000 seats in honour of its 20th birthday. 

Last December, the airline launched a new campaign in partnership with The Secret Little Agency to encourage travellers to overcome planning procrastination and to put intention behind their travel. Dubbed, "Make it count", the new campaign emphasised the importance of purposeful journeys and encouraging them to make their trip count. The platform follows the brand’s previous proposition, ‘Because you can’.

In addition, the campaign aimed to help audiences understand the reason why they travel and to amplify the quality of their experiences. 

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