Singapore Tourism Board Case study TIP JAR by BBH Singapore

TIP JAR

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Industry Destinations (Countries & Places)
Media Case study
Market Singapore
Agency BBH Singapore
Released May 2012

Awards

One Show 2012
One Show Entertainment Promos / Reality-television Promo Merit

Credits & Description

Advertiser SINGAPORE TOURISM BOARD
Product SINGAPORE TOURISM BOARD
Entrant BBH ASIA PACIFIC Singapore, SINGAPORE
Type of Entry Sales Promotion: Use of Media
Category Best Use of Digital Media in a Promotional Campaign
Title TIP JAR
Sales Promotion/Advertising Agency: BBH ASIA PACIFIC Singapore, SINGAPORE
Steve Elrick Bbh Regional Executive Creative Director
Shawn Loo Bbh Creative Director
Noel Yeo Bbh Creative Director
Keith Kwek Bbh Writer
Ken Choo Bbh Art Director
Arh Chun Ngai Bbh Art Director
Amy Wong Bbh Agency Producer
Lesley-Anne John Bbh Account Director
Sidharth Tuli Bbh Account Manager
Richard Powell Bbh Head of Content
Lindsey Cummings Bbh Engagement Planner
MEC MEC Media Planning and Buying
Describe the brief from the client:
“Can You Serve?” is a reality TV show created to turn this misconception on its head - to show that service jobs in fact require exceptional skill. The TV show’s first season achieved a positive perception shift. But to increase viewership even further in the show’s second season - beyond the first season’s ratings - we strove to make people actively involved with the topic of customer service: to be a part of the conversation. To this end, we aimed to double the show’s Facebook fan base.
Describe how the promotion developed from concept to implementation:
The simple fact that service quality improves when customers actively show their appreciation of it led us to explore the behaviour of tipping – often the most tangible and simple way of showing appreciation. In Facebook’s ‘Like’ button, we saw an opportunity to link an entrenched digital behaviour on Facebook, ‘Liking’, to the equally entrenched real-world-behaviour of tipping. Wouldn’t it be great if we could turn a Facebook ‘Like’ into a real-life show of appreciation? To realise this thought, we created the World’s First Digital Tip Jar – a three-by-three meters, life-sized tip jar contraption, digitally controlled in real time via Facebook.
Describe the success of the promotion with both client and consumer including some quantifiable results:
People got actively involved with the topic of customer service: Over 235 different service establshments were ‘tipped’ by the public. The show’s Facebook fan base consequently increased by 400% from 2,983 to 15,164 within the seven-week campaign period, ultimately helping to increase viewership of the TV show by up to 67% compared to the previous season.
Explain why the method of promotion was most relevant to the product or service:
Tipping is generally frowned upon in Singapore, but it’s also one of the simplest ways of expressing an appreciation for good service. So what if we could combine the act of tipping with something every young Singaporean couldn’t do without – Facebook? By doing this, we would be able to both engage our clients’ desired target audience and increase their activity on the Can You Serve Facebook page.