TIME and energy were wasted on Wednesday, all in the name of a
new media marketing campaign for a shaver.
On Wednesday night, Philips Electronics Singapore apologised for
alarming the public with its guerilla advertising campaign
featuring a video of a 'bear' along Ulu Pandan Road.
The police told The Straits Times that it is now investigating
if what happened was an offence of public nuisance under Section
268 of the Penal Code, which can lead to a fine of up to
$1,000.
In a statement, Philips said the 'bear' was actually a mascot
deployed as part of a guerilla marketing campaign undertaken by
social media agency, The Secret Little Agency, to launch a new
shaver.
'We had anticipated the attention that the bear would draw but
had no intention to cause any alarm. We would like to apologise for
any concern caused,' it said.
It is understood that the agency had not alerted any of the
authorities about the 'bear' before the campaign, though it did
inquire if a permit was needed to wear an 'animal mascot
outfit'.
Read the full story in Thursday's edition of The Straits
Times.
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I suggest firing all the heads of marketing at Philips.
This stunt would have been funny.... if it hadn't wasted the
time and resources of the police, ACRES, and the Singapore Zoo.
What makes it more inexcusable is that the SingPost vandal saga
should have taught everyone the value of responsible marketing.
