How to avoid National Geographic’s publicity stunt failure in Singapore

Guerrilla marketing is a great tool to maximise a small budget to get amazing publicity and coverage. On an average weekend afternoon, you can easily spot 3-4 experiential activations being carried out along the streets of Orchard Road. Most of them intrigue enough curious bystanders to watch the performance and share on social networks. The great ones will get spotted by mainstream media – thus getting the free publicity and virality desired.

However, in light of the recent backlash that National Geographic suffered after their failed attempt to publicise their National Service documentary, it is apparent that not all companies and their agencies know what it is about. Those with a good memory will remember the faux pas of Philips claiming the existence of wild bears to sell shaversand also Singapore Post graffiti tagging their own mailbox.

As hindsight is 20/20, it is easy to define what went wrong for NatGeo in commanding a platoon of actors on Raffles Green or giving free shoe shines to men only and hence avoiding in the future. Here are some suggestions and guidelines to contemplate before sending a few good men to shame.

Legal issues first. Singapore is a “fine” city and to avoid it – get permits for everything. Guerrilla activations are public performances requiring a license from MDA (which are relatively easy to get).

Besides that, there are many legal quagmires and blurred lines of red tape that have to be addressed before beginning. Take the Raffles Green for example, the grass and trees are under a government body, another is in charge of the land and the area is managed by a government-linked entity. Getting separate approvals from them will take copious amounts of time. It is advisable to get the appropriate approval as early as months beforehand.

Consider the risk appetite.There is no point to suggest a risky campaign if the client or senior management is in fact not up for it. Traditional family businesses and public sector companies are usually in desperate need to freshen up their image. But often times, they are not that keen to shake things up and hence should avoid guerrilla activations altogether.

Avoid groupthink. The majority is not always right and in a group, dissensions are usually kept to a minimum. To ensure that guerrilla activations will not run foul of the law or public opinion, it is necessary to get a second opinion from an external party. They may point out flaws that was previously unseen.

Go to the target audience.It is key to decide who the activation is for which determines where the location will be. If it is PMEBs, set up around the CBD area during weekday lunch hour. For the general public, Orchard Road is likely to find them between meal times. To meet the youth, head into school campuses.

Every brand has a story. it is necessary to create something eye-catching, brand-related and non-offensive. No two activations are the same and hence it is easier said than done. Whatever the creative team come up with, the most successful activations give out a takeaway (discounts, promotions or souvenirs) to remind the audience of what they just witnessed. After all, who wouldn’t want free stuff?

Pre-show and post-show blitz are needed. While people are supposed to be caught off-guard, some publicity will go a long way. Before starting, tease your loyal fans and existing consumers through social networks or successfully seeding stories in the press. Perhaps offer a grand prize if spot look the activation and in turn tell their friends about it.

After the activation, follow up with the interactions. Dedicate manpower to interact with mentions, pictures, videos and trends on social networks. Consider announcing the winner in the media. This way the target audience feel connected and rewarded by the brand.

At this point, it should be painfully obvious that guerrilla marketing is not easy or for everyone. While there isn’t a perfect campaign in the world with zero retractors, there are many that come close: Singapore Cancer Society parody of the yellow smoking box, Audi’s S8 placement on the Fullerton Hotel rooftopand AXN’s Bluebloods NYPD cop show motorcade.

Watch and learn – perhaps the next campaign that your client and/or company undertake will get more likes than dislikes.