Are You Being Served?
Client: Singapore Tourism Board
Project: Gems Up Campaign
The Challenge
The poor quality of service in Singapore has become a huge talking point. The Singapore Tourism Board needed to show the public that there was more to Singapore service than they thought, and also open up a discussion about Singapore service in general.
The Insight
People in Singapore always hear about poor service, but they seldom see it happen in front of their own eyes.
The Idea
To prove if service standards were really failing, we had to document it. So we set up The Service Squad comprising a team of people to play the role of difficult customers and see how service staff would react.
We went on 12 missions throughout Singapore, testing the standards of service across various establishments. And then documented it in a blog for all to see. Here, squad members wrote about their experiences and invited the public to share their opinions and stories.
The Effects
What resulted was the creation of a growing platform with healthy and balanced discussion on Singapore service. Many users even conducted missions of their own and shared their experiences with the rest of the readers.
Listen to radio coverage
Class 95 Morning Talk Show - Grumpy staff at restaurant
Yes 93.3 Morning Talk Show - Won over by camera sales staff
Gold 90.5 Morning Show - More than a simple exchange