The eOK .network

I think they finally got it! Singapore’s Ministry of Community Development, Youth and Sports has put out a new TV commercial directed by renowned Malaysian film maker Yasmin Ahmad. Yasmin has a gift for creating emotive shorts and has lent her brilliance to the creation of many tear-jerking TVCs in Malaysia.

Apart from having the TVC air on broadcast TV, the ministry has taken it online under the ThinkFamily.sg banner (read campaign). They have a dedicated YouTube Channel and over 12,000 views of the English version since July 11 (this is just the original, not including the re-uploaded copies).

I feel that too often agencies and corporations are jumping quickly into the social media hype with “strategies” that are really just fancy methods of online activity instead of focusing on quality content. It appears that MCYS has thought through this campaign very carefully, put in good investment into creating the best TVC they can afford, run it in traditional media that’s proven and safe, then extend it online… Bam! instant social media success.

Here’s the video, watch it for yourself then compare its quality to other Singapore government social media acts. The social media is the wild west, may the best video win.