Singapore Customs launches campaign to combat contraband cigarettes

Launched in mid-October, the campaign entited ‘One is all it takes’ will run until March across press, radio, online banners, Facebook engagement ad, brochure/activation, TVC, table-top and SMRT buses.

Targeting youth, professionals and the elderly, the new campaign aims to remind people to be aware of and reflect on the penalties of buying, selling or being in possession of even a single stick of contraband cigarette.

The print ad is running in newspapers of different languages, namely The New Paper, LianheZaobao, Wanbao, Berita Harian and Tamil Murasu; while the online elements involved are Yahoo, Google SEM, Facebook and Millennial Media.

The activation and on-ground events will take place early next year.

“The tagline we pitched is an insight that while many people think that contraband cigarette is no big deal, we are reminding them that even possessing one stick of it is illegal,” said John Ng, managing director at Bates Singapore.

The campaign came after Singapore Customs awarded Bates Singapore the creative project against contraband cigarettes in August, following a competitive pitch involving five agencies.

CREDITS

Creative director Ken Tan
Art director Anson Cheng
Lead developer Francis Low
Engagement Jenny Liew
Director Yee Chang Kang (Shooting Gallery)
Producer Daniel Wong (Shooting Gallery)
Post production Hogarth