On the Beat

Wisma Atria’s fun “Dancing Traffic Cops” wasn’t quite a flash mob, but the PR campaign did capture the attention of Singapore shoppers and the local media.

With the adjacent mass rapid transit entrance due to be relocated 80 metres away to ease construction at a neighborhood mall, Wisma Atria wanted to make sure that the altered commuter traffic pattern wouldn’t translate into lost visits and sales for its retailers. So it got two entertainers to dress up in signature traffic cop uniform and effectively redirect traffic back to its property while performing break-dancing moves.

The four-day campaign produced an eight-fold return on investment and generated SGD 300,000 ($210,814) worth of media coverage.