PSB Academy | Room 101 | Singapore

‘Room 101’ is a web-based reality TV show created by Ogilvy RedCard Singapore. The name of the campaign can be translated as ‘No room for fear’. The creators want to demonstrate that it is a tough world out there. But if 16 to 25-year-olds can survive Room 101, they can make it out there with no problem.

12 contestants have been chosen from a pool of 200 applicants. Over the course of eight webisodes that are released every week on YouTube, contestants will be eliminated one by one after every challenge. The show’s grand prize is an action-packed holiday to Australia.

The online drive is supported by Ogilvy PR Worldwide Singapore, and there will be guerrilla stunt executions on the streets of Singapore. The 12 contestants in the show will also be pulling support from the Room 101 Facebook page.

Karen Koh, assistant vice president of branding and public relations at PSB Academy, says this campaign aims to give education and the institution a more fun and vibrant perspective.

Executive creative director Robert Gaxiola explains: “The original idea behind Room 101 was to create a real-world simulator that helps prepare students for the perils of life after graduation.” However, he adds the idea did not fit any existing media format and so he turned to the online space instead.




Credits:
Project Room 101
Client PSB Academy
Creative agency Ogilvy RedCard. Singapore
Creative director Robert Gaxiola
Copywriter Greg Rawson
Art directors Elyn Wong, Jason Wee
Planner Huiwen Tow
Production company Munkysuperstar Pictures
Director Gillian Tan
Producer James Brook-Partridge
Post-production company MOM3NTUM Pte Ltd
Account servicing Colin Wan, Edna Zhang
Exposure Online