Another “parking summons” marketing stunt hits Singaporean motorists

Nearly half a million motorists woke this morning to discover they’d been slapped with “parking summons”. This time round, the summon came from Budget Direct Insurance.

The insurer’s stunt was part of a large-scale marketing campaign, light-heartedly entitled “Operation National Summons”. A nearly 300-strong team was deployed at 2,000 car parks across the island to work throughout the night and issue the summons. The campaign was created with the help of Co:hort Communications.

The campaign is intended to promote Budget Direct Insurance’s ‘Pay Less or Get $100’ initiative.

In a press statement, Simon Birch, CEO of Budget Direct Insurance, said, “We wanted to do something that hadn’t been attempted in Singapore before. A stunt that had humour, was cost-effective and would get people’s attention. So we brought our message directly to our target customer.”

He continued, “It couldn’t be a flyer; we wanted to make sure people read it. It looks like a summons, so you’re going to take notice. Your heart is going to skip a beat when you think you’ve got a fine but all ends well.”

Luke Tay, creative partner of Co:hort Communications, added that the scale of the project was unprecedented and took many months of planning.

While it captured the attention of motorists, this is not the first time a stunt like this has been pulled. The campaign bears resemblance to stunts conducted earlier this year, such as the one by Get in early June and Volkswagen Singapore in April.

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