An Accidental Marketing Success?
Source: http://sglinks.com/pages/1695234-abercrombie-fitch-ad-ab-solutely-book
Abercrombie and Fitch will soon open its first flagship store in South East Asia, in the heart of the island of Singapore. The company announced it with one of the country’s largest billboards on the side of the Orchard Road building facing the main street. This supersized billboard features the store’s trademark torso of what some may call a “more than half-naked man” yanking his underpants a little lower than what we’re normally used to.
Shortly after, the Advertising Standards Authority of Singapore (ASAS) requested that the store take down the billboard, even though the initial permits for the billboard were granted and paid for by Abercrombie and Fitch. This has caused uproar & controversy on the standards of creativity and whether the ASAS were being just in making such a decision. Many residents have also written in to the local newspaper voicing their unhappiness about the decision to take the poster down, stating that this is the brand’s core image and that the country needs to move beyond its conservatism.
CNN also published an article titled “Abercrombie and Fitch is too sexy for Singapore.”
Technically the ASAS has no legal rights in deciding whether a company’s advertisements are indecent, sexually-explicit, or for that matter, partially nude and “exposing the naval line.” According to Today, “ASAS, which draws up the Singapore Code of Advertising Practice, relies on voluntary compliance from stakeholders in the industry, such as advertisers, to observe the regulations.”
This means that advertisers and businesses are to rely on their own judgment and self-regulation on displaying ads, as long as they do not cross the “nudity” boundaries as defined by the Singapore Code of Advertising Practices.
Whether or not the billboard is going to be taken down, Abercrombie and Fitch can rest assure that all the money the company has spent on getting that billboard up has paid off. Not only are consumers stopping by the billboard to see what all the hype is about, the company has also gained so much recognition that bloggers and independent reviewers around the world are talking about this. Now, everyone knows when the store is going to be opened and what the brand is all about.
We ask… is this a successful marketing blitz by the company garnered through what was intended as innocent advertising?
http://www.todayonline.com/Singapore/EDC110930-0000304/MDA-supports-ASAS-call-to-remove-Abercrombie–Fitch-advertisement
This entry was posted in In The News and tagged abercrombie and fitch, abercrombie and fitch singapore. Bookmark the permalink.
Source: http://sglinks.com/pages/1695234-abercrombie-fitch-ad-ab-solutely-book
Abercrombie and Fitch will soon open its first flagship store in South East Asia, in the heart of the island of Singapore. The company announced it with one of the country’s largest billboards on the side of the Orchard Road building facing the main street. This supersized billboard features the store’s trademark torso of what some may call a “more than half-naked man” yanking his underpants a little lower than what we’re normally used to.
Shortly after, the Advertising Standards Authority of Singapore (ASAS) requested that the store take down the billboard, even though the initial permits for the billboard were granted and paid for by Abercrombie and Fitch. This has caused uproar & controversy on the standards of creativity and whether the ASAS were being just in making such a decision. Many residents have also written in to the local newspaper voicing their unhappiness about the decision to take the poster down, stating that this is the brand’s core image and that the country needs to move beyond its conservatism.
CNN also published an article titled “Abercrombie and Fitch is too sexy for Singapore.”
Technically the ASAS has no legal rights in deciding whether a company’s advertisements are indecent, sexually-explicit, or for that matter, partially nude and “exposing the naval line.” According to Today, “ASAS, which draws up the Singapore Code of Advertising Practice, relies on voluntary compliance from stakeholders in the industry, such as advertisers, to observe the regulations.”
This means that advertisers and businesses are to rely on their own judgment and self-regulation on displaying ads, as long as they do not cross the “nudity” boundaries as defined by the Singapore Code of Advertising Practices.
Whether or not the billboard is going to be taken down, Abercrombie and Fitch can rest assure that all the money the company has spent on getting that billboard up has paid off. Not only are consumers stopping by the billboard to see what all the hype is about, the company has also gained so much recognition that bloggers and independent reviewers around the world are talking about this. Now, everyone knows when the store is going to be opened and what the brand is all about.
We ask… is this a successful marketing blitz by the company garnered through what was intended as innocent advertising?
http://www.todayonline.com/Singapore/EDC110930-0000304/MDA-supports-ASAS-call-to-remove-Abercrombie–Fitch-advertisement
