GOVT partners with Lucid Experiences and other local partners to present LKY: THE EXPERIENCE

LKY: THE EXPERIENCE is an immersive exhibition showcasing the life of the late Lee Kuan Yew, in commemoration of his 100th birth anniversary. The interactive experience spans over 20 rooms, each unlocking a chapter to pull back the curtain on a lesser known side of Lee Kuan Yew as a child, a student, a husband and a statesman. Created by Lucid Experiences, in partnership with TRCL and the Community Chest, the experience opened on October 6, 2023 with the launch campaign ‘Discover the man, behind the name.’

The campaign is creatively led by GOVT Singapore in collaboration with PR agency AKA Asia, digital media agency JOLT Digital and Kinetic Singapore for the experience’s visual design.

Similar to the experience, ‘Discover the man, behind the name’ spotlights the lesser-known sides of the well-known political figure by publishing obscure Lee Kuan Yew facts on bus shelters across Singapore, digital channels and social media.

Using contextual placements to incite curiosity towards Lee Kuan Yew’s personal traits, the lines of trivia are revealed at bus shelters near relevant locations, such as his favourite dishes near food establishments and his exercise habits at bus stops near the Istana (his usual running route). They are then followed by an invitation to learn more about Lee Kuan Yew at the experience.

Bolstering the effort to drive anticipation, the campaign includes social media content on Facebook, Instagram and TikTok. This includes a 9-post collage on the experience’s Instagram profile, forming a line artwork of the experience’s three-storey venue. Each post features set design teasers and other pre-launch content, allowing followers to ‘virtually visit’ the venue before its opening.

After the opening date, upcoming social media content will also include an official launch video entirely shot within the experience’s rooms, an interactive Instagram Story ‘Pick-a-Room’ quiz that matches your personality with a room in the experience, and other content pieces to be rolled out throughout the experience’s run time.

Foong Min Mei, Business Director of GOVT Singapore, said: “When Lucid Experiences first approached us with the opportunity to collaborate, we were very inspired by the team’s ambition to recreate Lee Kuan Yew’s life story. One that has been told many times and across generations. But this time around, through one’s own lens of Lee Kuan Yew’s personal memories and life moments beyond his political career as a founding father and first prime minister of Singapore. It is a project very close to our hearts, as fellow Singaporeans coming together to tell the story in a way that we too hope will inspire and intrigue many others.”

Tan Weiting, CEO of Lucid Experiences, says: “We’ve been hearing good things about GOVT for a while now, so when we started looking for a creative agency to help get the word out for our experience, we got in touch to see if it was possible to work together. Our early conversations gave us confidence that they were the right partners to help us share this important Singapore story. While working together, we also found them to be equally passionate about the project and its details. We are excited that we were able to engage GOVT and can’t wait for everyone to see the campaign!”

LKY: THE EXPERIENCE is running from 6 October to 31 December 2023 at 11 Prinsep Link, and tickets are exclusively available on Pelago, a travel experience platform by Singapore Airlines is available here. Admission to the experience is $18 per ticket. Senior citizens aged 65 and above are entitled to a 20% discount and the experience is free for children aged 12 and below with the accompaniment of one paying adult.

Partial proceeds of nett ticket and merchandise sales will go towards over 200 critical social service programmes supported by Community Chest.

Visit http://lkyexperience.com/ for more details on the experience.