The video started with a couple planning their 1st wedding anniversary trip to Singapore and ended with the lady breaking the news that she's pregnant while holidaying here. Without fail, the city's skyline and latest tourist attractions are featured prominently.
The good news is that the video went viral online. The bad news is that it went viral for all the wrong reasons.
No sooner than it was posted on Youtube, the video was removed.
It seems the wife's favorite words are, "Look honey," and "Honey look." She was surprised not once, but twice to see the Supertree. The couple didn't speak like husband and wife. Their conversation is so canned. She gave the present to her husband in the cable car, the husband looked at the present and then "wow." She gave him the present again outside Marina Bay Sand's promontory. Makes me wonder why he didn't open the present right away. And when she broke the news that she's pregnant, he reacted coolly with "wow" again. Not to mention, they were wearing different clothes on the two occasions, which I assumed to be happening on the same day.
How much more unreal can it gets? The whole video doesn't evoke any feeling of excitement, joy and bliss of a married couple going for their first wedding anniversary trip. I've lost count of the number of times the words "surprise" and "Singapore" were used in the 3-minute short video. The worst part - what has his wife getting pregnant got to do with the surprises in Singapore?
Are the staff of the tourism board behaving like this too? Look honey.
Is the management living in ivory tower? WOW... If this is the idea of an agency, was it approved because it catered to the client's wish that Singapore must be mentioned throughout the video?
So what can you learn from this?
1. Avoid the temptation to mention your product and service
The reason you put out an advertisement, video, ebook, etc is to promote your product and/or service. However, you have to mention it under the right circumstance that's relevant. Don't ever talk about your product and/or service at every opportunity you can find, even if you can find them. It will only turn people off.
2. Talk about experience
Instead of talking about your product and/or service, talk about or show your customers' experiences with your product and/or service.
3. Remember your customers are human
Your customers are human with emotions. So think and behave like a human being.