Ogilvy RedCard Singapore create reality web series to attract youth to Room 101

Ogilvy RedCard Singapore has produced an online brand campaign; a reality web series titled Room 101 – No Room for Fear for private education institution PSB Academy.

The 8-webisode series gathers 12 young hotshots selected from more than 200 applicants and puts them through various crazy challenges within a classroom context. Contestants’ determination, confidence, teamwork and endurance are put to the test in unique and unexpected ways. This draws from PSB Academy’s belief that the learning environment should mirror the demanding nature of working life, so that its students are adequately prepared for the real world.

Each week, contestants who perform the poorest in assigned tasks will be eliminated. For instance, the challenge for the first webisode required contestants to take a memory test under unbelievably noisy and distracting circumstances. All eight websiodes are uploaded onto YouTube and the last man or woman standing will win the grand prize of an action adventure holiday in Australia.

“We wanted to showcase a different side of PSB Academy to the youth with Room 101. One that is fun and vibrant and yet challenges our students; so that they are nurtured holistically and poised for the challenging world,” said Karen Koh, AVP, Branding & PR, PSB Academy.

“PSB Academy is known to be a tough school,” added Robert Gaxiola, Executive Creative Director, Ogilvy & Mather Singapore. “The original idea behind Room 101 was to create a real-world simulator that helps prepare students for the perils of life after graduation. This concept didn’t fit any existing media format that was feasible, so we had to look at it another way and turn it into an online event. Given our young audience, the online space was the obvious place to host it.”

“PSB Academy is targeting 16 to 25-year-olds; these are youths who have embraced the age of user-generated web content. YouTube’s massive online community of users speaks for itself. All it took was a mental leap to present PSB Academy’s academic philosophy in a bold and engaging manner,” explained Colin Wan, Ogilvy RedCard Singapore. “Social networking sites have also made it easy for online content to be shared and distributed. With Room 101, we are engaging with our target audience on their own terms.”

To promote the series, RedCard is taking a two-pronged approach. Together with the Digital Influence Consulting team from Ogilvy PR Worldwide Singapore, the agency is running a social networking contest where the 12 contestants are incentivised to drive traffic to Room 101’s Facebook fan page. The participant who sends the most eyeballs to the fan page will win an Apple iPad.

RedCard has also planned guerrilla stunt executions where two talents dressed in outrageous costumes will be sent out on the streets to distribute flyers about Room 101.

Credits – CD: Robert Gaxiola. Copywriter: Greg Rawson. Art Directors: Elyn Wong, Jason Wee. Planner: Huiwen Tow. Production House: Munkysuperstar Pictures. Director: Gillian Tan. Producer: James Brook-Partridge. Post Production: MOM3NTUM Pte Ltd. Account servicing: Colin Wan, Edna Zhang.