#trending: Gardens by the Bay wins praise for ‘Good Morning’ memes targeted at boomers

SINGAPORE — In a move to capture the attention of baby boomers, Gardens by the Bay customised a series of "Good Morning" memes that parody what some older Singaporeans might circulate in their WhatsApp chat groups.

The local attraction launched a marketing campaign to promote discounts and encourage membership sign-ups for senior citizens on several of its social media accounts on Tuesday (Feb 28). 

One of its post, accompanied by Chinese greetings and a picture of the Flower Dome in Gardens by the Bay, read: “Good morning. Have a nice day!”

“It’s a wonderful life because everything is beautiful,” read the copy on another slide of the photo album. 

A typo of the word “wonderful”, misspelt as "wondeful", was even spotted on the last slide — a finishing touch to the “Good Morning” message imitations. 

Discounted senior memberships prices are going at S$48, instead of the usual S$75. The promotion is valid until the end of March.

When senior citizens sign up for the "Friends of the Garden" membership, they get to enjoy all-day unlimited visits to the Flower Dome, Cloud Forest, OCBC Skyway and Floral Fantasy. 

Its post on Instagram alone has received over 11,000 likes and 245 comments with most netizens praising the campaign. Some have called it a “genius” marketing tactic, while others were surprised at how uncanny the imitations were. 

“For a minute, I thought my mum posted this,” said content creator and entrepreneur Ryan Tan on Instagram.

Another commenter wrote: “You got the fonts and colour right.”

“Good morning! Good morning! I love the good morning energy! Gardens by the Bay belongs to the Good Morning Club for sure!” remarked a Facebook user.

Gardens by the Bay is not the first to jump on the boomer graphics bandwagon.

In 2021, the Ministry of Sustainability and the Environment (MSE) posted a series of similar “Good Morning” greetings on its social media accounts. 

MSE’s "Good Morning" messages come with a sustainability twist such as “Remember to turn off your tap”, “Say yes to waste less” and “Support local produce”. The graphics were also available as a Telegram sticker pack.