RED campaign seeing Red
Celcom has been actively promoting its MOTO[Red] campaign which is a part of rock star Bono's global drive against AIDS.
Do they know that so far it's been a total flop with only US$18 million sales off an estimated spend by sponsors such as Gap, Motorola and Apple of about US$100 million?
Though an honorable, philanthropic cause it probably means that it would have been better to tackle a charitable cause through donations rather than asking people to buy more stuff.
Technorati: Bono, Malaysia, Celcom, product(red)
posted by hew @ 3:16 pm
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