Describe the company.
Rebel & Soul produces highly memorable events for global brands across Asia Pacific by incorporating the latest event technology. We work with brands like Heineken, HSBC, Chanel and Land Rover and agencies such as Dentsu and Saatchi & Saatchi to create events that pack a punch. Our team of leading event experts analyze, design and build innovative events to create memorable stories for our clients and their customers. Think wearables, gamification, holograms and virtual reality mixed with awesome music and a free flow bar.
How are you different?
Firstly, through our methodology. We use a 7-step process called INVOLVE to apply neuroscience and behavioural marketing to the event design process. This creates brand experiences that are highly memorable and engaging for our customers.
Secondly through our ‘why’. We believe that businesses can generate good. As a socially conscious agency, we think differently— ‘Rebel’ to generate good ‘Soul’ and to create life enhancing experiences. Our goal is to extend the positive impacts we create for brands and agencies to the community at large. For every positive interaction we create for a client, we donate a positive interaction to support those in need.
Kristy Castleton presented the Rebel and Soul methodology along with an in-house designed 360 degree view 3D Model of the Necker Island! pic.twitter.com/grewRdKB81
— Rebel and Soul (@RebelandSoul) May 17, 2017
Why will the company / product do well?
In today’s world, we are bombarded with brand marketing. Consequently, we rarely pay attention. One of the most impactful ways to capture an audience’s attention is to create head turning technology. That’s something our team specialise in and as an agency we’re always searching for that special idea that makes a consumer’s eyes light up. Then, we apply additional steps in the INVOLVE process to ensure that once we have an audience’s attention, we keep it. From one-of-a-kind holograms to networking games and RFID apps to augmented, mixed and virtual realities, we are always looking to create and leverage the latest cost effective tech and build an engaging brand narrative around them to better serve our clients.
We are also highly adaptable, versatile and passionate. Be it product launches, promotions, sponsorships, stunts, conferences or client parties, we love it all. In terms of locations, we have delivered unique experiences in Singapore, HK, Japan, Cambodia, Laos, Mongolia, Myanmar, Australia, China and Indonesia.
— Rebel and Soul (@RebelandSoul) August 5, 2016
Where are you based? When was the company launched?
Rebel and Soul was launched three years ago shortly after our founder, Kristy Castleton, was commissioned for an event consultancy project in Singapore. She fell in love with the place, culture, people and the food.
Food and drinks are one of Kristy’s passions having previously trained in-house at Bacardi Global Brands and then for global experiential agency TRO Group managing events for the Diageo drinks brand portfolio. Her experience spans the London Olympics, F1 Grand Prix’s and a host of festivals, sporting events, and design weeks.
There’s a pioneering spirit, optimism to connect and learn in Singapore that Kristy felt was not always present in other parts of the world. The willingness to try new things and to work together to create new exciting experiences makes it a great place to work and live.
— Rebel and Soul (@RebelandSoul) May 19, 2017
What are your favorite tech gadgets?
We are able to create 3D effects that do not require consumers to wear 3D glasses, put music gigs on the moon with Virtual Reality headsets and hover performers over crowds with holographic technology. The possibilities are so endless and finding ways to integrate new technologies into events to create lasting impressions is beyond exciting. We live for those moments when our audiences’ faces can’t help but give away their excitement – there are a few brilliant emotional response products on the market that help with that, such as the Studio XO or Lightwave bands. Knowing how excited our audience is, in real time, allows us to enhance or affect the variables at the event to increase that even more.
What tech gadgets do you wish you could use to help you?
We’re excited to trial Bixi, a gesture control device which allows you to gesture-control most smart devices. This is great for controlling lights, toasters, and even your television; but most of all, we are especially interested in its ability to control presentations. Anyone who has organized a conference with back to back speakers knows that managing the clickers and making sure the last person doesn’t pocket his is a full time job. Bixi, similar to Leap Motion, solves that. Plus, there’s something undeniably cool about walking on stage, dimming the light with one gesture, and starting your presentation with a casual wave. It’s Minority Report technology like this that make us really excited about the future of events.
Sgnl, a wearable by Innomdle Lab.
This wristband allows wearers to make and take calls just by pressing a finger on their ear. The vibrations that the Sgnl band sends through your body allow the sound to flow to your drums. We can see this in combination with RFID tags at events like car shows. This allows us to communicate on a more personal level with a customer. When someone requests more information about the car he’s looking at, all he has to do is place his finger against his ear and we’ll tell them all he needs to know.
What have been your biggest wins to date?
We’ve spent the last 3 years working on the Heineken brand in Asia Pacific. “Heineken already had a strong correlation with music. By extending that to music and technology ‘Original Sound Experiments’ was born. With year ones’ focus experiment ‘How do you SEE music’ we created a visually impactful experience that included bespoke graphics shown on 2m spherical projection screens or ‘Orbs’ flown above the crowd, peaking at a key ‘Heineken Moment’ where we created a bespoke music and graphics track with light show. Consumers interacted with the Orbs using a custom built app, taking photos, adding special effects and filters and beaming their pictures to the screen throughout the night. The app also allowed consumers to take part in the sound experiment by tracking personal movements throughout the event and sending them a customised ‘Data Selfie’ the next morning that showed their energy statistics and visual highlights from the night.”
What type of people (market segment) are you trying to attract to your product?
Brands that want to create memorable, long lasting connections to their consumers. In a world where we can fast forward adverts and block pop ups, it’s harder and harder for a brand to reach their target consumer. Once you find them, it’s even harder to garner trust through a non-passionate 2D format.
We call it the Simon Cowell (Talent Show Judge) effect. If you don’t make me want to stand up, applaud you, get a little teary and buy your next album… you’re not a brand for me. By creating live event experiences that are unexpected, new, wow and well organised, we can break through that trust barrier, start fostering loyal brand advocates who actively want to buy into and promote your brand.
What are your long term plans for your product / company?
We would love to work with more advertising agencies to complement the great awareness campaigns they create with the passion and emotion that we can generate through live events. Ultimately we would love to drive event experiences to be the new frontier of marketing in Asia Pacific.
Tell us about your team?
We’re a diverse bunch, young and old, from different walks of life who share the same values. We love nothing more than a chin wag and to get our teeth stuck into a new brief. Rebel channels a really flat structure in the office. No idea is a bad idea and the office bar is where they’re often in hot debate.
Anything else you’d like to add / we should have asked?
We’re working with some incredible suppliers at the moment on integrating the latest virtual reality and artificial intelligence technology into our events. We would love to talk to any brands wanting to explore this ground-breaking arena.
How do people get in touch with you?
You can drop me an email at [email protected] and connect with me via Linked In: https://sg.linkedin.com/in/kristy-castleton-74a7371.
Company website: www.rebelandsoul.com