Guerrilla marketing in Orchard: Passers-by told to check out 'cheating' boyfriend's 'meat' by scanning QR code

Passers-by in Orchard Road had their curiosity piqued by a mysterious sign plastered to pillars and lampstands.

"Hey Luke, thanks for cheating on me," the piece of paper read.

"Here are some pictures of your meat for the whole world to see."

Appended was a QR code for the reader to scan.

Singaporeans, being a kaypoh curious bunch, obliged.

But they were directed to an Instagram page showing different cuts of steak instead.

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The sign appeared to be part of a guerrilla marketing stunt by Angus Steak House, a restaurant in Ngee Ann City.

They serve meat — the kind you find on a grill, not in your cheating ex's pants — and Japanese-style spaghetti.

In a video uploaded on Facebook on Feb. 4, the restaurant showed a number of unsuspecting members of the public being taken in by the stunt.

"Your sign not to cheat on your partner," the video was captioned.

Legal or not?

But not everyone was amused by the stunt.

Several viewers wondered in the comments section if putting up signage in public was legal.

Others pointed out that it was dangerous to scan random QR codes in public, as they might lead users to scams.

According to the Land Transport Authority's website, the display of vertical banners on public lamp posts is only allowed for national events, major festivals, or events supported or organised by a government agency.

Furthermore, to request a banner space in Orchard Road, advertisers must submit an application to the Singapore Tourism Board.

Advertisers may also need to obtain a licence for outdoor advertising from the Building and Construction Authority, and comply with outdoor signage guidelines by the Urban Redevelopment Authority.

For signs on lampposts and banner poles along Orchard Road, the Orchard Road Business Association must also first endorse the proposed artwork.

Replies

In response to Mothership's queries, the Advertising Standards Authority of Singapore (ASAS) said it did not receive public feedback regarding the marketing stunt as of Feb. 6.

But it is reviewing the content of the advertisement and will share its official position once the council has deliberated on the matter.

Asked about the stunt, a spokesperson from Angus Steak House said the notice was taken down within an hour of filming.

They had not sought permission to put up the notice as it was only put up "for the purpose of the video", the spokesperson said.

She added that they had been "overwhelmed with positive reactions", apart from a handful of viewers who "didn't watch the full video and thought it was actually malicious content".

Top image from Angus Steak House/Facebook