Singapore's National Anti-Gambling Association - National Council on Problem Gambling (NCPG) lost the football bet when Germany finally emerged as the FIFA World Cup 2014 winner yesterday.
NCPG's Advertising Fail
Years on, NCPG is still trying to use the same old time-tested tugging on emotional heartstrings using children in their advertisement message in hopes to appeal to gambling addicts who dabble in soccer betting.
However, this emotional advertisement had a twist to it. NCPG named the exact team whom they did not expect would win.
Stupid or Innocent mistake?
It's obviously a stupid one. What are the odds of Germany winning versus putting another country that's less likely to win? That would risk the advertisement looking lame.
Ironically, NCPG was taking a gamble - an un-calculated risk which led to a hilarious disaster which exposed the weak planning and lack of strategy by NCPG council heads and their incumbent advertising agency.
Let's not forget NCPG probably has a good, sizeable budget to produce an advertisement unlike small businesses who usually resort to creating a low-quality version themselves with a handheld camera and staff starring as the cast.
The team behind the big creative agency who did NCPG's anti-gambling advertising campaign obviously wasn't the brightest and didn't put much thought into thinking about the repercussions of a bad idea and the bad press following it.
Despite the collosal amount of negative response, bad press coming from Singaporeans and a worldwide audience including The Tonight Show with Jimmy Fallon and The Wall Street Journal, NCPG continued to deny all sense of logic as the month-old ad was not pulled out till today.
“We are not pulling the advertisement; I do not see why we should," an NCPG spokesperson told the local newspaper Today.
The spokesperson continued to say, “At the end of the day, win or lose, the dangers of problem gambling and the potential anxiety and pain that loved ones go through, remain unchanged."
The NCPG World Cup advertising campaign was conceived and managed by a Singapore-founded advertising agency Goodfellas, who have done work for OCBC Bank and Singapore Management University.
So Who Can You Trust?
The founders of Goodfellas have worked in renowned global advertising companies Ogilvy & Mather and Y&R.
This just goes to show that hiring brand-name heavy weights does not guarantee fail-safe advertising.
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