OCBC Got Cake?

September 2009 when the OCBC advertisements first caught my attention on TV, I thought "well, that's a tad misleading" I posted a simple question on Facebook which didn't receive much interest (perhaps my friends were too cool to ask for a cake and have too many to finish as it is)

Turns out, I wasn't the only one who had that thought and it has now turned into a bit of a cakey mess as a particular kitchen tigress decided to get her cake off OCBC. (see her blog for the full story)

And a simple OCBC Cake search on trusty Google turns up the following top hits:

1. Fight for your rights - OCBC Birthday Cake - Talkback
   Outing: OCBC ask for bird day cake - www.hardwarezone.com.sg
   How to claim a free birthday cake from OCBC - www.hardwarezone.com.sg
   LOL! Remember the OCBC Bank's birthday cake TV ad?? - VRForums ...
   mrbrown: L'infantile terrible of Singapore: kitchen tigress ...
   SgForums :: Singapore's Online Community - OCBC doesn't do free ...
   
   
2. Of course, not everyone agrees with the blogger's action, while there were those who were quick to give her a pat on the back for standing up for her rights as a consumer in the face of what can easily perceived as a promise by OCBC to provide such personable level of service - including surprising customers on their birthdays, there were plenty who were quick to condemn her for what they perceived to be a deliberate attempt at making things difficult for the frontline staff who served her and for not being thankful or appreciative when she was eventually being presented with a cake by the manager.

No doubt, OCBC is definitely looking into the issue and may even view this as a reason to review the agency in question which came up with that particular advertisement.

This is kind of a mini crisis given the nature in which information gets shared at such amazing speeds that it borders on being a PR nightmare at times. Previously, when someone pulls a stunt like this, it just ends up as a cool story told to a handful of friends for a good laugh. Today, it's shared with the whole world and brings the brand to the forefront of a jury of keyboard warriors, and efforts like these would probably inspire similar copy cat attempts to get a birthday cake from OCBC.

As at time of this posting, no official word has been heard from OCBC but it has definitely caused some pretty serious debates on the internet.

Aside from the obvious that this is a "mini crisis", I see an opportunity for OCBC to take this chance to connect with their customers and perhaps use this as the launch pad for their customer incentive program. If I were to handle it, I think a little self effacing humour and honesty would go a long way in cementing OCBC's sincerity in serving customers if they are honest about keeping true to the level of personable service desired.

I have communicated with their Head Group Corporate Communications via email and offered my thoughts on how it may be handled, with one suggestion being acknowledged as: "That is indeed a good idea. Thanks for the idea." We shall wait and see what OCBC does officially and I will update this space accordingly.