Title | CAN YOU SERVE? |
Brand | SINGAPORE TOURIST PROMOTION BOARD ( STB ) |
Product / Service | TOURISM |
Category | A01. Best Use of Television/Cinema |
Entrant | BBH ASIA PAC Singapore, SINGAPORE |
Entrant Company: | BBH ASIA PAC Singapore, SINGAPORE |
Advertising Agency: | BBH ASIA PAC Singapore, SINGAPORE |
Media Agency: | MEC Singapore, SINGAPORE |
Credits |
Name | Company | Position |
---|---|---|
Steve Elrick | BBH Asia Pac | Regional ECD |
Shawn Loo | BBH Asia Pac | Creative Director |
Noel Yeo | BBH Asia Pac | Creative Director |
Lesley-Anne John | BBH Asia Pac | Account Director |
Richard Powell | BBH Asia Pac | Business Development Director |
Can You Serve ? gained aa weekly fan base of up to 127,000 loyal viewers. The only TV Show rating higher was the nightly news.
Rather than create a conventional public service campaign, we created a Can You Serve ?, a reality TV show that put Singaporeans in the shoes of customer service professionals. Each week contestants took on different vocation and battled it out in a series of serviced-based challenges - ranging from being a coffee shop barista to a guest relations manager aboard a luxury cruise ship - judged by a panel of experts and filmed via hidden cameras. The show's contestants became overnight celebrities, featuring in both national and international media. The show sparked fierce debate on Facebook over who deserved to win: and more importantly, the state of Singapore's service industry. Production of the DVD box set tripled to cope with demand and several companies now use Can You Serve ? as training material, including high-end boutiques such as Chanel. Due to the show's popularity, a second season has just been confirmed.
In Singapore, the service industry has the image of being a low-paying career with few prospects. The Singapore Tourism Board wanted a campaign to change this.