SG's health minister Ong Ye Kung trendjacks Taylor Swift's music video in new post

With Taylor Swift-mania in full force in Singapore with the Eras Tour making its highly-anticipated stop here, brands, restaurants and even ministers are jumping in on the action. 

Recently, Singapore’s minister for health, Ong Ye Kung, took to Instagram to parody Swift’s You Belong With Me music video with some friendly reminders.

Swift’s You Belong With Me music video is known for Swift communicating with her neighbour, whom she has a crush on, by writing words on a notebook and flashing them through a window.

Don't miss: Big reputation: Is Taylor Swift the new gimmick for marketers?

In an Instagram reel posted on 2 March, the first night of Swift’s six sold-out shows in Singapore, Ong hilariously responds to a scene where Swift asks her neighbour if he is okay. He too replied by writing on a notebook saying that he is okay but a little busy.

Ong then asks if Swift has any big plans for tonight which she replied with “no, studying”.

“Don’t bluff. Tonight got concert in SG,” replied the minister.

As Swift dances in her bedroom, Ong then reminds her to take study breaks, have enough sleep, take less sugar and salt, cut down on time spent on devices and talk to friends for support.

“Yes, I am a nag,” he added in his note. 

While Swift has been hard at work releasing new albums and touring the globe, marketers have been working equally hard to swiftly trendjack her tours and appearances. These include brands such as Heinz, Marina Bay Sands and Changi Airport Jewel.

As the list of marketing campaigns that leverage the singer’s fan base, music and personality continue to grow, MARKETING-INTERACTIVE spoke to industry professionals to find out what makes Swift the new marketing gimmick.

What makes Swift highly marketable is the fact that her music appeals to the entire family with parents, children, aunties, uncles, nieces and nephews singing along to her music, said Manisha Seewal, president, Redhill.

She also said, “brands want to be associated with her to cast their audience net wide while appearing to be “on-trend” as Swifties.”

“Everyone wants a piece of Taylor for the Swifties - she just has such a wide and loyal fan base that being associated with her is just going to do wonders for most brands,” added Casey Loh, creative chief, The Clan.

“Her impact on the NFL and Kaizer Chiefs through her relationship with Travis Kelce has been tremendous. But of course, it’s not an overnight thing,” he added.

Taylor Swift herself is a brand that has taken decades to build.

As Taylor Swift herself is a brand that has taken decades to build along with her aptly named The Eras Tour, it would be foolish for brands not to take advantage of her presence and name, Loh also added.

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