In Singapore, Branded Entertainment in the orthodox sense (ie. brands funding broadcast programming in exchange for editorial influence) is only loosely regulated, creating a unique dynamic compared to the UK where AFP, branded content, and long-form advertising all follow a strict broadcast code.The editorial integrity of the broadcaster and the advertiser are pivotal in determining the quality and entertainment value of the show. When advertisers resort to making cheap, 30-minute ‘ads’, it definitely kills the audience’s interest. It usually ends up being moved to late night slots on the schedule, and then never seen again – broadcaster, advertiser, and audience all lose.Quality TV series like ‘Can You Serve?’ built audiences, earned industry recognition, and delivered against the advertiser’s marketing objectives, whilst still maintaining its sole purpose to genuinely entertain its target audience.

In many senses, Singapore is the perfect lab, where only true entertainment works. Making it all the more satisfying when a brief for an ad campaign was turned into an original 8-part reality TV show, then re-commissioned, and will likely be re-commissioned again. Not many shows worldwide can boast such a track record. Now that’s entertainment.

A pre-requisite for influencing Singaporeans’ deep-seated opinions about customer service was to get them properly engaged with the topic. We believed the reality TV genre lent itself to our task and in 2010, we created the reality TV show ‘Can You Serve?’.

The show turned the misconception that everyone could do it on its head, by dramatising that the customer service profession in fact requires exceptional skill. We leveraged the consumer insight that the more skill a profession is perceived to require, the more appealing and attractive it is – a positive correlation between ‘challenge’ and ‘appeal’.

The first season of ‘Can You Serve?’ was a great success. A quantitative study post campaign showed that our target audience had a better understanding and appreciation of those working in the service industry and a stronger desire to join it.

Season 2 saw even better results. Overall viewership ratings for ‘Can You Serve?’ increased by 8% as compared to the show’s first season, even though the overall viewership for Channel 5 decreased by 8% over the show’s airing period. Singaporeans grew to love the show and continued to talk about the service industry online and offline. Viewership ratings for the show’s grand finale were 67% higher than for the grand finale of Season 1 and the show’s online fan base on Facebook increased by 400% from 2,983 to 15,164 fans.