Mary Choate


Filipino basketball team suffers online marketing fail

Make It C*nt.

When you're working on a marketing campaign, you're usually asked to come up with a theme made up of eye-popping images, a catchy strapline, and some other creative techniques to make it pop.

Once the design brief is met, all the products and materials can be put in a box and sent off to the client leaving the team behind the work cheering themselves for a job well done. However, sometimes when you're working on something so intently, you might end up miss the glaringly obvious.

That's what's happened to the team who came up with a huge promotion for the Red Warriors basketball team – a University team in the Philippines championship.

They wanted the theme to  say "Make It Count" with each of the player's heads creating the 'O' in the word Count. But they didn't seem to realise that without the 'O', the word reads something completely different.

If they had consulted with an Englishman or Australian before sharing it, they would have highlighted it immediately.

Someone eventually realised the error and uploaded a different set of images with "Make It Count" placed alongside the side of the players without covering up the 'O'.

It's not far off the marketing fail that Singapore's United Overseas Bank had last year when it released a luxury credit card. The diamond-studded credit card is only offered to the richest customers and requires a minimum deposit of $2 million with the bank before you can get one.

The card was on display at a promo event last week, displayed in a plaque with words that made no sense.

 The plaque reads:

"For those who value exclusivity in it's most extinguished form."

Even those with basic English skills can spot that error quite easily.

"They should have employed a better copywriter to 'extinguish' themselves from the competition," wrote Mick Price, who posted a photo of the plaque.

People couldn't seem to work out whether the word was supposed to be "distinguished" or "exquisite". Even the copywriter couldn't decide, and so settled for a combination of the two.

UOB defended the typos by saying on display for one night only and that "The promotional text that was printed only for a table display at a private event last night had been overlooked during our clearance process."