HÄAGEN-DAZS POP-UP SHOP 2013

1 December 2013, Wisma Atria, Singapore | To reinforce the ultra-premium status of the House of Haagen- Dazs during the Christmas period, Kult designed and built a pop-up shop inspired by the new limited edition flavour, Marc de Champagne Truffle. It was an ice cream outlet unlike any other in Singapore.

Marc de Champagne Truffle macarons were created specially for this outlet

This House of Haagen-Dazs outlet garnered over 3,600 visitors, received 76% positive impression change, 66% increase in handheld sales vs. average of handheld in CVS and had a PR Reach of over 5 million. The estimated PR Value was over USD200,000. 

HOUSE OF HÄAGEN-DAZS 2013

3 June 2013, High Street Centre, Singapore | Kult was briefed to conceptualise the Singapore launch of House of Haagen-Dazs, and promote their Secret Sensations range of ice cream through a luxury experience that generates PR, word- of-mouth and brand re-appraisal.  

Live performance by Emmy the Great (UK)

Secret Sensations cocktails specially created by award-winning mixologist from Tippling Club

Celebrities Zurina Bryant, Justin Bratton, Linda Black, Oli Pettigrew, Model Sofia Wakabayashi, MTV VJs Alan Wong and Hanli Hoefer

Over 200 celebrity, media and blogger guests attended the launch. There was a total of 21 pieces of media, including a 6-page spread and cover story in NYLON Singapore and an interview for the Regional President of Asia, Middle East and Africa for General Mills on CNBC. The launch had over SGD$100k PR Value. 

RED BULL MUSIC ACADEMY 2013

17 May 2013, Zouk, Singapore | Over the past 15 years, the Red Bull Music Academy has established itself as a unique institution in music. Kult was invited to curate the visual arts portion to UK’s Skream and Benga gig so music fans would get an all- encompassing audio-visual spectacle. 

Kult curated a street themed night where music met live art. Four leading interactive artists were invited to use the beats of UK’s Skream & Benga to inspire them as they took part in a live digital art battle that was projected on the walls.

A UV paint tattoo booth was set up and the same custom-made designs were used as UV decorations that lined the interior of the club for the event. 

The one night event received a crowd of 2000 visitors.

URBANSCAPES, KL 2012

24, 25 November 2012, Malaysia | Urbanscapes is a music and art festival that takes place annually in KL. The founders approached Kult to launch a regional PR campaign to generate ticket sales in key regional markets – Singapore, Thailand and Indonesia. We were also tasked with creating an art installation that would generate PR and involve artists from the region.

Kult worked with local partners in each of the markets to run a PR campaign in online, print and radio media. Partnerships were established with key lifestyle media in each market and a regional partnership with MTV Asia. Kult commissioned artists across the region to create a series of Monster installations that were displayed on the festival site and promoted as the ‘Kult Real Horror Show’. This also included a remix video showcase of vintage horror movies.

The total reach in 3 markets was 426,156,308. This included a 15 minute post event reportage on MTV Asia, broadcasted across the region.

W HOTEL SENTOSA COVE 'INSIDER VIDEOS' 2012

18 September 2012, Singapore | When W Hotel opened their newest resort at Singapore Sentosa Cove, they were looking for a way to connect with young people through a cost effective solution that would highlight the W brand personality and values within design, fashion and music. We were inspired by the ‘W Insider’ – a young hard-core socialite type person based at the hotel to advise guests on what is hot and what is not on the city’s food, music and entertainment scene.

We selected six young people who were opinion leaders in nightlife, design and fashion and created a short candid video that revealed their favourite hang-outs, eateries and hidden gems in the city. Singapore Airlines screened the videos as part of their landing video series. They were also screened in the hotel and bedrooms. The opinion leaders shared the videos, thereby spreading the buzz to their peers.

BOMBAY SAPPHIRE BLUE ROOM 2011

28 October 2011, Queen Street, Singapore | Kult was approached to create a distinct and memorable brand experience for Bombay Sapphire Singapore to celebrate 250 years of its unique recipe. The Blue Room is an annual global travelling exhibition, giving artists a platform to create Bombay Sapphire-inspired artworks that are ‘Infused with Imagination’.

Kult curated the Bombay Sapphire Blue Room exhibition within the former Double O Artspace. We invited 10 established solo designers and collectives across a range of mediums to create artworks that were showcased at this month-long event. Artworks on display included intricate illustrations, sound reactive walls, jewelry design and photography. The month long exhibition garnered 10,000 visitors and received SGD2million worth in PR Value. 

REEBOK EASYTONE PAW'ER WALK 2011

5 November 2011, East Coast Parkway, Singapore | To launch the new range of ‘EasyTone’ footwear and clothing, Reebok wanted to build a lifestyle positioning and demonstrate how the apparel can be incorporated into everyday activities, to enjoy the benefits of muscle toning anytime. Thereby reinforcing the message ‘Take The Gym with You’.

Reebok EasyTone Paw’er Walk was Singapore’s most entertaining walk for dog lovers and fitness enthusiasts alike. The event was an afternoon filled with music, games, refreshments and fun. It was a chance for people to get out and exercise, bond with their dogs and have a party-in-the-park with friends.

Activities during the event included an assault course, frisbee, doga (yoga with dogs) and musical chairs, while a look-alike competition gave owners the opportunity to win prizes. There were booths selling hot dogs, beers, popsicles for dogs and owners as well as a Reebok pop-up shop. Over 1,000 people and their dogs attended the event.

REEBOK 2011

24 April 2011, Zirca, Singapore | In 2011 Reebok Global launched a new brand positioning to associate Reebok with fun fitness. Kult was briefed to launch this new positioning to the women in Singapore – Reebok = Fun. 

We created a series of on-ground and in-store opportunities for women to have fun whilst getting fit. A trampoline photobooth toured malls, catching photos of people mid-air. The photos were then used as window display in Reebok stores. 

We invited iconic UK fitness guru Mr Motivator to lead a series of spontaneous work-outs in shopping malls, culminating in an all-girls retro dance workout, held in a nightclub. This was supported by a PR campaign. Over S$300,000 worth of PR coverage generated, including a 20min piece on Channel News Asia and all major radio stations. 

ART STAGE VIP DINNER 2011

14 January 2011, Tanjong Pagar Distripark, Singapore | Organisers of the prestigious
Art Stage Singapore invited Kult to create a ‘VIP’ dinner for a group of 300 very discerning art collectors, gallery owners, artists and celebrities from all over the world.

The event had to allow for interaction between guests and create an experience that would keep them talking for months. Inspired by the objective of Art Stage, the theme we proposed was Asian with a modern twist. ‘Serving Statues’ dressed in stylized ethnic attire and standing in a Terracotta warrior formation.

Gamelan band accompanied by a live visual show.

‘Bian Lian’ (Face changing) projection – a large print of a face mask was mapped with video projection.

Over 300 guests attended and stayed until lights came on. Art Stage approached Kult the following year to organize the same dinner.

NIXON ART MOSH 2011

4 September 2010, Old School, Singapore | Premier watch and accessories brand for the youth lifestyle market, Nixon, has held Art Mosh events in major cities across the world. Nixon wanted to apply a collaborative approach to the Art Mosh and give back to the community by creating a kick ass party and exhibition that involves Nixon’s friends and supporters. 

Kult was briefed to curate an exhibition that showcased work from various creative fields and within this framework, establish a distinctly Singaporean flavour, culminating in an event that surpasses the quality of Nixon Art Mosh events around the world.

An art focused exhibition for the first 3 hours including live silkscreening and painting. The rest of the night sees live performances by 2 bands and 1 DJ.Our event dressing solutions included a hawker-style popiah booth, which we re-purposed as a DJ booth, a toaster hanging over a bath tub (a visual of Nixon’s company ethos) and a large projection showing Nixon surf and skate videos.

Over 1,000 of Singapore’s fashion friendly youth attended. The merchandising executives from CK Tangs saw the potential of the content for in-store display and consequently
gave Nixon 3 premium shop windows to display the artworks and re-create a mini Art Most in-store experience. Kult was invited to organise Art Mosh II the following year.

ABSOLUT VODKA 2010

20 November 2009, Ion Orchard, Singapore | Kult was commissioned by Absolut Vodka to create an installation for the 2010 Singapore Design Festival. 

Kult brought to life the mantra ‘doing things differently leads to something exceptional’ by creating an interactive graphic of an Absolut Bottle that reacts graphically to sound input. This formed part of a roaming exhibition touring shopping malls and nightspots. 

BLACKBERRY DIGITAL CINEMA 2009

25 August 2009, Singapore | Kult was tasked to create a platform that would showcase the smart-phone capabilities of the new BlackBerry Storm and connect with creative communities across Asia.

BlackBerry Digital Cinema – a digital film platform to uncover the most progressive digital story- tellers across Asia, and expose them to unique opportunities. Involved commissioning a series of short films, launching a film competition, talks across film schools and a roaming mobile cinema. The mobile cinema toured all major tertiary institutions. Due to changes in management, the platform was put on hold mid execution.

YAHOO! PURPLE HUNT, PHILIPPINES 2009

15 May 2009, Philippines | Kult was tasked with bringing to life the Yahoo! Brand campaign theme, “It’s easy to find when it’s purple’. An online hunt campaign that engaged the consumers and reinforced the campaign theme and brand values. Supported by an on-ground hunt activity to provide tangible expression of the theme and showcase talent unearthed in Philippines. The Yahoo! Purple Hunt campaign delivered unique, personalized and tangible experiences to an estimated audience of 96,178 during the 51 day campaign period.   

YAHOO! PURPLE PLUS, VIETNAM 2009

1 May 2009, Vietnam | Purple represents the spirit of Yahoo! that is fun, daring, innovative, unique and authentic. Kult was tasked to reinforce Yahoo! as the preferred ‘starting point’ to the Internet and reinforce its personality. Dynamic engagement was driven with Yahoo! through a blogging contest and a series of experiential events that encouraged continuous and habitual saving of memories online. This resulted in page visits via microsite and banners a whopping 232,344, exceeding the target of 150,000 visits. 3,639 entries were garnered, exceeding the targeted goal of 1,500 entries. 

YAHOO! INTERNET NEWBIES, VIETNAM 2009

1 April 2009, Vietnam |  Kult was engaged to establish Yahoo! Front Page as the starting point for all newbies in Vietnam. The development of nationwide internet knowledge was a top priority for the Vietnamese Government, so Kult worked with the Minister of Education to conduct internet training sessions in schools. This enabled us to connect Yahoo! with a critical mass of students and teachers. 

‘Around the World Wide Web in 90min’ – a fun and educative 90min session to demonstrate how Yahoo! can help students with their schoolwork and facilitate the job of teachers. We drafted the entire curriculum, demonstrating the benefits of key tools such as Search, Answers, Mail and Flickr, in a fun and relevant way.

Working with agency partners in HCMC and Hanoi, we obtained approval from the Education Ministers to roll-out the program, recruited a fleet of university graduates and trained them to become Yahoo trainers and impart the curriculum in a fun and interactive manner. 216,000 students and teachers across HCMC & Hanoi participated. 

YAHOO! SCOOTER JAM, VIETNAM 2008

22 November 2008, Vietnam | Kult was briefed to establish Yahoo! Vietnam as the preferred brand and online destination of choice for young people. 

A huge scooter jam all-day event held in a public park, inviting young people to ‘Purple my ride’ and display their pimped up scooters to win prizes. Included online blogging community meet-ups, live performances, scooter and helmet customization and numerous brand touch-points. The event welcomed over 6,500 passionate purple people with 45% lift in traffic to Yahoo! Vietnam. 

STARHUB MADONNA ALBUM LAUNCH 2008

29 April 2008, Zouk, Singapore | StarHub approached Kult to conceptualise an activity to launch Madonna’s 11th studio album, Hard Candy, available through StarHub. 

Inspired by the album, we brought the concept of Girl Power to life through a series of girl-on-girl kickboxing fights, set to the hip-hop beat of the new album. A boxing ring was installed at Zouk and a partnership established with Lonsdale to dress the girls. MTV Asia hosted and filmed the night. Over 1,000 guests, unheard of for a Tuesday night at Zouk. Media coverage in all major papers and MTV Asia.