PROTOCOL + UNMASTERED were tasked with the conceptualization and development of MCI’s long-form content series, Red Dot Hot Takes.
Red Dot Hot Takes is a long-form conversation series hosted by Hossan Leong. Each episode, we invite policymakers, community leaders and people in various sectors to answer some tough questions and give their response to some sizzling hot takes.
These included ministers and guests such as Prime Minister (then DPM) Lawrence Wong, Chan Chun Sing, Josephine Teo, Desmond Lee, Grace Fu, Ong Ye Kung, community leaders such as Maimunah Mosli, Jade Kua, Darren Tan, including celebrities like Belinda Lee, Suhaimi Yusof, Irene Ang and more.
Before every deep-dive into the conversation, we soften the landing by having an SNL-style cold open, where Hossan does a comedic sketch with our ministerial guest. Many of these sketches have gone viral on TikTok with over 150K views each.
Our channel strategy included ensuring short-form cutdowns on TikTok and Instagram Reels. These content pieces in particular with clear visual headlines that were thought-provoking in nature, and elicited comments from both parties, with a light touch on moderation to accommodate comments and different points of view.
@reachsingapore Minister Chan empathizes with teachers and the pressures they face. #ForwardSG #REACHSingapore #RedDotHotTakes
@reachsingapore Is POFMA meant to curb creativity, or there for our protection? #ForwardSG #REACHSingapore #RedDotHotTakes
@reachsingapore Darren Tan shares why it’s important to support local produce. #ForwardSG #REACHSingapore #RedDotHotTakes