GEMS Up: Sparking a world class service culture - An innovative social experiment

Mel Teh and Cindy Teo

Campaign details

Brand owner: Singapore Tourism Board
Agency: XM Asia Pacific; MEC Global Solutions (Singapore); Statsit
Brand: GEMS Up
Country: Singapore

Executive summary

When it comes to international polls on where good service can be found in the world, Singapore is, unsurprisingly, not on the list. In a country where all1 of its people are unhappy with service levels, and do not have the habit of expressing happiness in general, the challenge was not only to get Singaporeans to improve on service with no immediate reward, but to also give positive recognition to great service where it is due.

Using MIT's habit-loop hypothesis, Happiness Served was initiated as an independent social experiment and ground-up movement with one simple objective: to bring people together in recognizing and celebrating great service experiences – a breath of fresh air from all the negativity they are used to.