Hasta La Creative!

The latest campaign by the Singapore Customs, as part of a bid to stamp out illegal cigarettes, features the use of traditional and new media strategies, on top of a wide range of viral communications tactics and mobile community engagement roadshow. The ‘Don’t Get Burnt’ campaign aims to drive home the social consequences, as well as the severe penalties associated with buying, selling and/or possessing illegal cigarettes. The campaign, which was launched first in print on Tuesday, started its run in August. Pre-campaign blitz covers several ground activations and viral marketing tactics to raise public awareness and create discussion in different media platforms on the burn mark. The truck with the burnt mark even sparked discussion on online citizen site STOMP and in the newspapers. To reinforce the logo identification, anti-illegal cigarettes ‘ambassadors’ hit the streets wearing the burn mark T-shirts on Sept 20. Slips containing public advisory hotline were also distributed to smokers and members of the public at several locations, urging them to call and learn about the consequences of dealing with illegal cigarettes.

Advertising Agency: OG8 Asia, Singapore
Creative Director: Hill Tan
Art Director: Marq Wong
Copywriter: Rafiq Lehmann
Ground Activation: A Group of People
Published: September 2010