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SINGAPORE: SingPost has apologised for the "acts of vandalism" on its mailboxes recently.
At a news conference to announce a sponsorship deal with the Youth Olympic Games, SingPost said it had commissioned the graffiti as a viral marketing effort.
The mailbox along Orchard Road appears to have been the target of vandals. But that is not the case. It was one of six spray-painted during the New Year period by SingPost itself, as part of its Singapore Youth Olympic Games sponsorship.
The saga is a lead in to the STAMP 02 competition, which will see participants painting 40 mailboxes islandwide.
Steve Ng, vice president, Marketing, SingPost, said: "As part of the YOG is also talking about self expressing, it's really about sports and arts. And sports and arts is really about expressing yourself and that's the core spirit of it."
Good or bad, the spray-painted mailboxes certainly caught the eye of the public. Some even posted clips on YouTube and other websites.
But has it worked as a marketing tool?
Said one man in the street: "It doesn't send out the message. What's the purpose of the marketing?"
The police is certainly not amused, saying it will take the matter up with SingPost as the episode had caused unnecessary public alarm and wasted valuable resources.
They said the organiser did send an email query to one of their units about the need for a police permit for a possible advertising event they were holding. But the organiser did not provide the full picture and details of the publicity stunt.
SingPost said it will be working closely with the police on the matter.
Wilson Tan, group chief executive, SingPost, said: "I'll like to apologise to all the parties concerned for any inconveniences caused. I think that was never the intent."
The YOG Organising Committee said it was not aware of SingPost's approach for the YOG-related viral marketing campaign, but said people should let the matter slide.
Goh Kee Nguan, CEO, Singapore YOG Organising Committee, said: "The intent is right. They wanted to engage youths and wanted to link youths and sports and more importantly (provide) a platform for youths to express themselves."
As the YOG's Official Postal Services sponsor, SingPost will provide local and overseas delivery of the Games tickets. It will also sell YOG merchandise through its post offices and online portal. - 938LIVE/vm
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