Massive collective: Redefining cool nightspots

• Main Authors: SMIT, Willem, WONG, Adina
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2014
• Subjects: Marketing; branding; brand building; entrepreneurship; effectuation; branding strategy; customer-based brand equity; brand equity; short-lived brands; Advertising and Promotion Management; Business Administration, Management, and Operations; Entrepreneurial and Small Business Operations
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/106; https://cmp.smu.edu.sg/case/2461
• Institution: Singapore Management University

In September 2010, entertainment company Massive Collective, launched its first club, Filter, in Singapore. Filter offered a mix of unique propositions not offered at other nightclubs in Singapore – cutting edge electronic dance music (“EDM”), an invite-only guest list, and a higher proportion of fe...