Oct 14, 2010
Philips sorry for ad stunt
By Victoria Vaughan
What looked like a bear was spotted rummaging through a bin. -- PHOTO: SCREENSHOT FROM STOMP
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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Additional reporting by Ng Kai Ling and Cheryl Ong
