Mock protest a runaway success?

Singapore - Anlene's Orchard Mile Run, which involved a "mock protest" stunt as part of its marketing campaign leading up to the event, managed to attract over 3,500 participants.

In late May, local media outlets including Channel NewsAsia reported on the PR exercise, conceived by Upstream Asia and Sporting Spectrum to beef up awareness for the event, when it appeared to have run afoul of the law. Police officers halted the mock protests when organizers could not produce a relevant permit. At the time, a Sporting Spectrum spokesperson told Marketing the protest was for a photo opportunity. Despite the setback, the spokesperson said the event was successful in terms of garnering media coverage.

Anlene's Orchard Mile Run, in its second year, wrapped up last Sunday having garnered an increase of over 50% more runners than the 2,300 signed up in 2007. MD for Upstream Asia Singapore Mike Liew said this year's numbers were "way above expectations" but stopped short of acknowledging whether or not the mock-protest boosted numbers.

"It's hard to say; feedback from the event has been very positive," he said.

Liew confirmed he is yet to hear back from police on the official status of the incident but he had little regret saying that Upstream will always want to do something creative but not necessarily another mock protest. "We're going to do more groundbreaking work, we'll just be more careful next time." 

The Anlene-sponsored event for women aims to raise bone health awareness. The Elite Mile race was won by Suzy Walsham this year.