Martell NCF: The Curious Crew

While Martell is already a brand that is well-known in Singapore, we were tasked to launch the Instagram for NCF, a cognac targeted at millennials, and its brand mantra of BE CURIOUS. The page had to be at the heart of the brand’s communication to the target audience - varsity students.

Planning & Execution

First, we formed the Curious Crew as our partners, and community leaders.

Rather than engaging regular influencers, we carefully handpicked a group of young party-goers from local universities who acted as the heart and soul of the brand. Consider them micro-influencers. With them, came their colourful communities of people we wanted to engage.

The Curious Crew kept our finger on the trigger of what’s cool, in the areas of art, music, tech and culture. With them, we championed youth culture and introduced audiences to the Curious World of Martell NCF.

Art Meets Culture:
Besides digital content, we also co-created parties with our Curious Crew. We asked them to think up the wildest parties they could imagine, while we brought them to life.The biggest party we threw was Fruit Out at ZoukOut.

Created in collaboration with multidisciplinary artist Tina Fung, our legendary booth came complete with interactive dancing robots and FruitLoots slot machines with prizes to be won. The event launched three new delicious flavours of NCF mixers.

(Sub)culture Vultures:
In line with the tagline "Be Curious", we wanted to push the boundaries and shine a spotlight on curious, lesser-known subcultures. The result is a branded video series created in partnership with Rice Media, exploring the journey of stepping out of your comfort zone and immersing yourself in different art forms and creative expressions vastly different from your own interests. We got a man's man to get into the art of drag and a quiet ASMR artist to perform with an underground metal band. Fun times.

Singapore’s FIRST Virtual Influencer:
Inspired by the vivacious personality of one of our Curious Crew members, we built a CGI character, Audy Bleu. She walked the walk and talked the talk, making appearances at every party and event and became the talk of the town as the face of the community. Audy Bleu’s character was brought to life by local artist, Howie Kim.

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The Campaign Asia-Pacific Team