My Best Pitch - Aug'07

Who was the client?

Media Development Authority.

What was the brief?

To generate public excitement and interest in ‘Do Not Disturb' as a ground-breaking television drama series that employed the ‘improvisation' style of acting.

What was memorable?

I was bowled over the enthusiastic interest and support shown by the Singapore media for locally produced TV content.

How did you pull it off?

We highlighted the fact that this was the first of its kind drama series and that our effort in engaging the media did justice to the actors as well to the skill of Ms Tan Kheng Hua's vision as creator and producer of the series.

How did you create the buzz?

Excitement was created around the style of the acting, the message that was transmitted in the various episodes and more importantly, that this was the first drama series of its kind that was filmed entirely in a single, unchanging set.

What feedback did you get?

MDA was pleased with the coverage the series received as well as the range of media engaged.

What were the success metrics?

They evaluated the range of coverage and how best the idea that Singapore held the possibility of creating such groundbreaking work was communicated.

What were the results?

There was coverage on the Channel 5, Channel 8 and Suria News; ChannelNewsAsia's Prime Time Morning as well as on Live938. Magazines such as 8 DAYS, UW, I-Weekly, FAMILY, Asia Image, ELLE and STYLE carried episodal reviews and interviews with the actors and the producer. It was also featured on worldscreen.com, channelnewsasia.com and contentasia.tv.

Is there anything you could have done better?

It would have been eye-opening if we were able to feature real life stories of persons who had found love and life relationships in a budget hotel. Is it inconceivable that such relationships exist?

Benedict Jacob-Thambiah

Consultant

BANG Public Relations