The television-led push, created by local shop Gosh Advertising, focuses on the company's stringent recruitment standards for security guards.
The TVC begins with a question to an applicant: "Do you know how to fight a fire?" He answers: "Oh yes, I fought many fires - in my internet games." Another applicant is asked: "How do you save a drowning kid?" and replies: "Actually I can't swim." The spot ends with the statement: "45 candidates are rejected before an APRO guard is selected", as a professional APRO guard pops up on the screen.
The campaign, which also includes print and direct mail, is targeted at CEOs, CFOs and security managers of industrial, commercial and residential buildings, playing on the need for them to ensure better security. Gosh also handled DM and media planning, with OMD on media buying.
"Living in a safe place like Singapore tends to give people a false sense of security," said Theodore Choo, CEO of Gosh. "Prior to 9/11, security was their least concern, but companies are now working in partnership with security providers to better safeguard their premises against new security challenges."