Audy Bleu
The Brief: An exciting new social strategy to reposition Martell, a brand that in Singapore is most associated with Uncles, Thai Discos and un-family friendly KTVs.
To reposition Martell and appeal to a younger target audience, we decided we needed one of them to be our face and voice. But grabbing any old influencer off the street wouldn't do. We needed someone cooler than cool, realer than real and more up-to-date than the most digital of natives. Who better to do that than someone so chronically online she's virtual?
And thus, Audy Bleu was born. At the bleeding edge of the trend, Audy Bleu was Singapore's very first branded virtual influencer. Equal parts art experiment and social media marketing, Audy Bleu pushed the limits what an influencer could do.
From just a concept, to lifestyle content, to brokering collabs and a full length music video, we breathed life into Martell Singapore through virtual cool girl, Audy Bleu.
Music video for local musicians Quite Quiet and Intriguant and their single, Bleu.
Collabs with Puma, Enchanted Cafe and Epigram Books.
