BBDO, Kult SG form content collaboration for GE
General Electric (GE) is looking to extend the reach of its messaging beyond industry leaders and tech enthusiasts that make up its traditional B2B consumer audience. BBDO Singapore is leading this project as the content hub for Asia Pacific, exploring ways to develop clever, compelling content for deployment in social media across markets.
In collaboration with Kult Magazine and its local graphic artists, BBDO Worldwide is unearthing facts about GE machines and translated them in visually engaging ways. Kult showcases these artworks in a special ‘machines’ themed Autumn issue, making use of the hashtag #badassmachines to encourage social engagement and sharing, and extend reach into an audience of designers, makers, and cultural influencers.
“We’re thrilled to have the opportunity to activate a new way of working, with the aim of being able to produce in a real-time and responsive way for this extraordinary brand,” said Lucy Hurst, Planning Director from BBDO Singapore.
While Kult’s primary product is a magazine that is distributed across market to relevant locations and restaurants, this partnership has produced a collection of digital illustrations and animations which will be drip fed throughout the GE social network, kick starting further conversation about the machines that contribute to today’s society across industries, from aviation to technology and healthcare.
The images will be optimised using the GE network and the magazines will be available for international purchase at the Kult online store, Kult Gallery, and 100 various locations around Singapore.
