Cuetone, Rm 3A Easy Pack Industrial Building, 140 Wai Yip Street, Kwun Tong (2026)

27/04/2016

Project Title: Swire’s Music at Via Fiori
Time: Autumn 2014 & 2015
Client: Swire Properties

Project Description:
Swire Properties was having trouble marketing its annual Music@Via Fiori concert series at One Island East. They hired good musicians, but struggled to develop an underlying theme and brand value messaging. As a result, music fans didn’t know about the event, and those who did mistakenly saw it as a corporate publicity event.

Solution:
We repositioned the showcase by creating easily understood themes that aligned with Swire Properties’ brand values. Their belief in work-life balance gave us a starting point to create themes that allowed people to feel they were witnessing a fun workplace environment. We ensured that marketing initiatives were directed at the right channels and demographics, allowing us to attract audiences from outside the vicinity of One Island East.

Results:
Swire Properties has been extremely pleased with Music@Via Fiori for each of the last 3 years that Cuetone has managed the event and its marketing, particularly that we’ve managed to increase that figure to a high of 500-700 attendees. Swire Properties now considers the event a cultural institution and will continue to engage with Cuetone for the upcoming year.

27/04/2016

Project Title: Hong Kong Philharmonic Orchestra x Frenzi Music “The Beach Boys with the Hong Kong Phil”
Time: Spring 2016
Client: HKPO

Project Description:
The Hong Kong Philharmonic Orchestra collaborated with The Beach Boys in a series of special crossover performances. Cuetone created a media advertisement plan for the HK Phil to raise awareness for the event.

Result:
We invited cultural influencers Professor Wong Chi Chung and singer-songwriter Jing Wong to share their insights and thoughts on The Beach Boys as part of a promotional video. The video amassed over 30,000 views [over a time period]. We also published a custom article on Bitetone which was re-purposed for publishing on the Stand News. Both the video and the article were well received and helped disseminate the performance on mainstream and alternative media channels.

27/04/2016

Project Title: KK Box x Bitetone x Dimension Plus “Resonance” Exhibition
Time: Summer 2013
Client: KK Box

Project Description:
KKBOX is one of Asia’s leading digital streaming platforms. They wanted to create an offline event to introduce users to their new mood-based “Quickplay” feature, which automatically plays songs depending on the mood and genre a user chooses.

Result:
In crafting an offline experience for an online platform, our “Resonance” event featured the creation of analog souvenirs through the use of digital tools. With a play on exchanging mix tapes with friends, the exhibit allowed guests to access an on-site computer to build playlists and print out QR postcards that linked to the playlist. QR codes were categorized by mood, highlighting KKBOX’s new “Quickplay” feature. To market the exhibit, we also featured live performances from local musicians and invited Key Opinion Leaders to share their playlists. Results KKBOX saw an increase in its brand awareness throughout Hong Kong. In that same period, there was a spike in HK-based sign-ups for the app. Usage rates for their new “Quickplay” feature also saw an increase.

27/04/2016

Project Title: Giligulu Vol 2: Gan Bai on a Rooftop!
Time: Spring 2015

Project Description:
As a passion project follow-up to our wildly successful Giligulu Vol 1 Launch Party, we decided to do something different for Giligulu Vol 2. As a city that is constantly described as “bridging East and West” we decided that we would like to reflect that spirit in the most relatable terms possible – food and drink. We planned an event that paired Cantonese roast meats (siu mei) with Western wines, and created a fun atmosphere by having live music performances, DJ sessions, and Art Displays by local artists.

Result:
We had an outstanding turnout from both Hong Kong locals and Western Expats. Since our goal with this event was to reflect the city’s bridging of East and West through food, the event’s diverse turnout was a tremendous indicator of our success. Our guests really enjoyed the event, and we can say first-hand that we managed to connect people and create friendships in the process.

27/04/2016

Project Description: As an agency that has its roots in music, we engaged in a passion project to archive and exhibit some of the lesser-known artists in the Chinese music scene. Our goal was to shift the focus away from mainstream mainstays that already had plenty of press coverage, and to showcase talents that are no less deserving of recognition. We sought to answer a question we often get from locals, expats, and tourists alike: “Is there any good homebrewed music outside of Cantopop in Hong Kong?”

Solution:
The Giligulu Compilation CD not only acts as a record of Hong Kong’s most forward-thinking music, but also serves as a showcase of the burgeoning local art scene. Artist ‘Overload Dance’ contributed art in the form of recipe cards illustrating the city’s favorite dining pastime – dim sum. The accompanying Giligulu Release Party was about more than just a CD release – it was a celebration of Hong Kong’s thriving arts and music community.

Results:
We sold out of more than 300 tickets for the Giligulu Release Party at The Fringe Club. Similarly, every outlet stocking the Giligulu CD sold out. But we didn’t do this for the money. We are extremely proud to have been able to give a performance platform for local artists and musicians and to capture a unique and singular moment in Hong Kong’s cultural zeitgeist. The incredible turnout and response proved that this passion project was well worth the sweat and tears.

27/04/2016

Cuetone curated a lineup of indie music performances as part of the Pop-Up Swap by JupYeah. The Pop-Up Swap encouraged members of the public to give new meaning to obsolete items and to promote the spirit of a more environmentally and socially conscious lifestyle. Cuetone project managed the music event and developed a line-up of independent Hong Kong musicians that reflected the values of the Jupyeah and the Pop-Up Swap. By aligning the music to the brand values of Jupyeah, we were able to position Pop-Up Swap as a grassroots event and give Jupyeah a messaging and communications platform that allowed them to speak more directly to members of the public.

27/04/2016

Project Title: “Playmood” Interactive Exhibition
Time: Summer 2013
Client: Chinese Estates Holdings Limited

Project Description: With years of experience planning event-based branding campaigns for a diverse group of clients, we have a proven ability to integrate music and art-based events into branded content cycles. With Hong Kong’s premier swapping platform JupYeah and Causeway Place we hosted the “PLAY MOOD” exhibition, creating and distributing “music life” cards where visitors can scan a QR code and be directed to our curated playlist carters to different moods in life. Visitors are also invited to share their own playlist and thought on our interactive wall, and a photo booth is set up for social media sharing.

Result: The exhibition drew a large amount of traffic and over 10,000 cards were disseminated throughout the two week exhibition period and successfully attracted a large crowd to the mall, of which the client is very pleased.

27/04/2016

Project Title: Hong Kong Philharmonic Orchestra x Frenzi Music “The Beach Boys with the Hong Kong Phil”
Time: Spring 2016
Client: HKPO

Project Description:
The Hong Kong Philharmonic Orchestra collaborated with The Beach Boys in a series of special crossover performances. Cuetone created a media advertisement plan for the HK Phil to raise awareness for the event.

Result:
We invited cultural influencers Professor Wong Chi Chung and singer-songwriter Jing Wong to share their insights and thoughts on The Beach Boys as part of a promotional video. The video amassed over 30,000 views [over a time period]. We also published a custom article on Bitetone which was re-purposed for publishing on the Stand News. Both the video and the article were well received and helped disseminate the performance on mainstream and alternative media channels.

27/04/2016

Project Title: Hotel Sav’s Music Branding & Consultancy
Time: 2015 ~ ongoing
Client: Hotel Sav
Project Description: To create a series of showcases for Hotel Sav
Result:

Project Title: Stylo-vision X Eco Expo Asia Video Series
Time: Winter 2015
Client: Stylo-vision

Project Description:
Eco Expo Asia showcased the latest innovations in environmental products and services from different regions and countries. For their 10th anniversary, the Expo’s theme was “Embracing a Green and Sustainable Future. It attracted exhibitors from all around the world. In collaboration with Stylo-vision, Cuetone wrote, produced, and recorded music for the promo video series of the HK Environmental Bureau as part of a video series screened at the Expo.

Results:
Cuetone managed the music and voiceovers for the video series, using sampled sounds found in nature combined with uplifting melodies, to highlight the environmentally-friendly initiatives pursued by the Environmental Bureau.

27/04/2016

Project Title: Hong Kong Children & Youth Services “CLAP for Youth@JC” Campaign
Time: Summer 2015
Client: Hong Kong Children & Youth Services

Project Description:
The Hong Kong Children and Youth Services, an NGO funded by The Hong Kong Jockey Club, wanted to organize workshops directed at helping young people find their way in life. Cuetone worked with HKCYS’s Career and Life Planning Service Team for the “CLAP for Youth@JC” Campaign which aimed to help disadvantaged adolescents between 15 and 21 who had dropped out of school, were unemployed, or were just uncertain about their futures.

Result:
Cuetone organized workshops and invited a number of cultural influencers such as Michael Lai, Qiu Hong, and Sammy@Kolor to offer advice and mentorship to the students. These cultural influencers shared the difficulties they faced in their own adolescence, as well as how they overcame these difficulties to become highly successful at alternative careers. Over 50 youths joined the program and participated in the workshops. As part of the initiative, Cuetone also curated a concert outside the Cultural Center, which was attended by government officials as well as the participating youths.

27/04/2016

Project Title: Stainberg’s Branding Campaign
Time: Spring 2015
Client: Stainberg

Project Description:
Stainberg is a German premium bag designer based in Hong Kong. Cuetone managed Stainberg’s brand development by identifying the brand’s core values, defining their visual identity, and designing its brand collateral.

Result:
Cuetone crafted a unique logo, slogan, and story for Stainberg, reflecting their brand positioning that blends traditional German craftsmanship and premium materials with an urban fashion sensibility. The abstract form of stones stacked together to create anthropomorphic forms presented a playful yet forceful take on the brand. By applying the new brand collateral on its merchandise and the refined brand messaging on its marketing channels, we created a solid communications foundation for Stainberg, allowing them to market to audiences more cohesively.

27/04/2016

Project Title: Giligulu Vol 1: Dim Sum
Time: Summer 2014
Client: -

Project Description: As an agency that has its roots in music, we engaged in a passion project to archive and exhibit some of the lesser-known artists in the Chinese music scene. Our goal was to shift the focus away from mainstream mainstays that already had plenty of press coverage, and to showcase talents that are no less deserving of recognition. We sought to answer a question we often get from locals, expats, and tourists alike: “Is there any good homebrewed music outside of Cantopop in Hong Kong?”

Solution:
The Giligulu Compilation CD not only acts as a record of Hong Kong’s most forward-thinking music, but also serves as a showcase of the burgeoning local art scene. Artist ‘Overload Dance’ contributed art in the form of recipe cards illustrating the city’s favorite dining pastime – dim sum. The accompanying Giligulu Release Party was about more than just a CD release – it was a celebration of Hong Kong’s thriving arts and music community.

Results:
We sold out of more than 300 tickets for the Giligulu Release Party at The Fringe Club. Similarly, every outlet stocking the Giligulu CD sold out. But we didn’t do this for the money. We are extremely proud to have been able to give a performance platform for local artists and musicians and to capture a unique and singular moment in Hong Kong’s cultural zeitgeist. The incredible turnout and response proved that this passion project was well worth the sweat and tears.

Cuetone

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