My Best Pitch - Sep07

SHL, a global provider of occupational psychometric tests.

What was the brief?

To launch a new product called SHL Verify in Singapore and Malaysia.  Verify is an online aptitude test with unprecedented levels of security to minimise the risk of candidates cheating.

What was memorable about the pitch?

SHL carried out research on employers' attitude towards aptitude testing in Singapore, Malaysia and Hong Kong.  Based on the results, we drafted a controversial press release entitled ‘Singaporeans/Malaysians likely to cheat to get jobs - perception among employers.'  This garnered significant media interest. 

How did you pull off the event/process?

The story was pitched to media in advance of the customer launch events.  One-to-one briefings were secured in Singapore and a media lunch in Malaysia.  The distribution of the press release sparked further interest with The Straits Times, 938Live, Class 95 and HR Weekly.

How did you create the buzz?

The controversial headline of the press release and supporting figures did the job.

What feedback did you get from the client?

The client was very happy with the depth and quality of the coverage, especially given that SHL is relatively unknown in Singapore and Malaysia.

What were the clients metrics on success?

SHL wanted quality coverage in wide-reaching business media that would position the company as a thought leader.

What were the results?

Eight pieces of in-depth coverage generated in key media.  Two signature pieces appeared in the New Straits Times and Today, which in turn sparked off a series of letters to the editor from readers. 

Is there anything you could have done better?

We could have partnered with a relevant industry body to gain further traction with the media and widen out the issue.

Sanjani Shah

Account Director

Weber Shandwick Singapore