Martell transforms Geylang KTV bar into night club to appeal to younger Singapore audience

Cognac brand Martell has launched an experiential campaign targeted at a younger audience in Singapore in an attempt to shift a perception that it is the drink of choice for KTV bar-frequenting uncles.

Le French Touch

The Pernod Ricard brand created a night clubbing concept called Club Neon, transforming the look and feel of an unnamed KTV bar in Singapore’s red light district of Geylang into a night club.

The decor of the KTV bar was re-done inspired by Martell’s La French Touch bottle, hip-hop artist Shigga Shay replaced the usual Chinese and Hokkien KTV hits fare, bartenders dressed as members of the mafia, hostesses played traditional bar games and revellers could get temporary tattoos designed by illustrator Tiffany Lovage.

Martell club

“The grit of Singapore’s nightclub scene was celebrated and redefined,” according to a press release from the agency behind the idea, Bates CHI & Partners Singapore.

Numbers guy Bates stunt

The Club Neon concept aligns with Martell’s brand purpose of “elevating experiences, occasions and cultures around the world,” according to Gaurav Sabharwal, MD of Pernod Ricard Singapore.

Club Neon

The idea is a “win-win” way of reaching out to younger consumers “without compromising our allure in traditional night entertainment establishments,” the marketer said.

Club Neon

Welcome to Club Neon


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing