SG eCommerce player apologises for marketing stunt mimicking government style communications

GaiGai, an e-commerce grocery app in Singapore, has apologised for its promotional mailers touring its new "Goodwill Disbursement Credit vouchers" or "GDC" vouchers. The marketing collateral, in the form of letters (pictured below) said the "GDC" vouchers were distributed as part of Singapore's 57th birthday to "subsidise the recent increased cost of living".

Voucher redemption would be via the app, which users would need to download, to offset part of their grocery purchases made via the app.

The gimmick was brought to light on HardwareZone and several were quick to point out that the collateral was made to look like an official government agency note. Many pointed to the use of the Merlion in the letter which could be further mistaken as an official emblem from the government. Moreover, the choice to call it a GDC voucher played on the official CDC vouchers.

On Monday night, GaiGai Singapore apologised for the gimmick and said in a Facebook post that the mailer was sent to residents located at Hougang and Serangoon areas. It acknowledged that the GDC Voucher marketing campaign misled residents into thinking it was associated to the Government and as such the company “deeply apologises”.

“We would like to officially clarify that we have sent out the mailers and we are a legitimate business registered in Singapore. We wish to clarify that do not represent any government agency, nor are we in any way affiliated to any Government body,” it added.

It added that is SG$55 voucher is legitimate and not a scam, and was created to help Singapore residents “ease the current inflation cost of daily needs items”.

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