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  • SUB CATEGORY :
    BEST USE OF TALENT
  • COMPANY ENTERING :
    OGILVY & MATHER GROUP HK, HONG KONG
  • TITLE :
    STAY BRILLIANT
  • BRAND :
    MARRIOTT HOTELS
  • ADVERTISER :
    MARRIOTT INTERNATIONAL, INC
  • AGENCY :
    OGILVY HONG KONG, HONG KONG
  • MANAGING PARTNER :
    CAROLINE JACKSON
  • CHIEF CREATIVE OFFICER :
    REED COLLINS
  • CREATIVE DIRECTOR :
    JIM FONG/RICHARD SORENSEN
  • ASSOCIATE CREATIVE DIRECTOR :
    JEFF VITKUN
  • ART DIRECTOR :
    JOSE WONG
  • ACCOUNT DIRECTOR :
    ANTONY HUNG
  • AGENCY PRODUCER :
    JACQUELINE HO
  • FILM PRODUCTION COMPANY :
    MADE FOR DIGITAL, AMSTERDAM
  • DIRECTOR :
    HELEN CLEMENS
  • EXECUTIVE PRODUCER :
    BERND OUT
  • POST-PRODUCTION COMPANY :
    HOGARTH, HONG KONG
  • EDITOR :
    KAY KWAN
  • SOUND PRODUCTION COMPANY :
    SONG ZU, SINGAPORE
  • MUSIC COMPOSER :
    LINDSAY JEHAN
  • EXECUTIVE PRODUCER :
    DONNY PEREIRA
  • CAMPAIGN SUMMARY :
    AS PART OF OUR HONG KONG RUGBY SEVENS CAMPAIGN FOR MARRIOTT HOTELS, WE CREATED THREE ONLINE FILMS AND A MUSIC VIDEO THAT AIRED ON THE IN-STADIUM BIG SCREEN DURING THE THREE-DAY SPORTING EVENT, AS WELL AS BEING SHARED ACROSS OWNED AND SOCIAL CHANNELS.
  • THE BRIEF :
    AS PART OF OUR HONG KONG RUGBY SEVENS CAMPAIGN FOR MARRIOTT HOTELS, WE CREATED THREE ONLINE FILMS AND A MUSIC VIDEO THAT AIRED ON THE IN-STADIUM BIG SCREEN DURING THE THREE-DAY SPORTING EVENT, AS WELL AS BEING SHARED ACROSS OWNED AND SOCIAL CHANNELS.
  • THE STRATEGY :
    MARRIOTT HOTELS IS NO LONGER JUST THE TYPICAL BUSINESS HOTEL THAT PEOPLE THINK IT IT. WE NEEDED TO SHOW SEVENS FANS THE MODERN EXPERIENCE OF MARRIOTT, AND THE INGENIOUS WAYS IT HELPS PEOPLE TO TRAVEL BRILLIANTLY - AND STAY BRILLIANT DURING THE SEVENS. WE WANTED THEM TO GET TO KNOW THE BRAND IN A DIFFERENT, MODERN LIGHT, AND ULTIMATELY THINK OF MARRIOTT FOR THEIR NEXT TRIP.
  • THE EXECUTION :
    OUR FOUR ENTERTAINING FILMS WERE THE CENTREPIECE OF THE CAMPAIGN, BUT WE WENT FURTHER. ON GROUND ACTIVATIONS IN PRIME HONG KONG HIGH-TRAFFIC AREAS LEADING UP TO THE BIG EVENT, AS WELL AS IN-STADIUM EVENTS ON THE DAY, GOT FANS SPENDING PRECIOUS TIME WITH THE MARRIOTT BRAND IN FUN AND UNIQUE WAYS. POP-UP FOOD STALLS SHOWCASING YUMMY, LOCAL CUISINE, A "CASH GRAB" FOR AWESOME PRIZES AND AN ONLINE RUGBY GAME KEPT FANS WANTING MORE. PAID SOCIAL MEDIA, PLUS EARNED (PR) AND OWNED CHANNELS (MARRIOTT HOTELS & MARRIOTT REWARDS SOCIAL CHANNELS, AND YOUTUBE LEVERAGED RETARGETING DATA TO ENSURE WE WERE REACHING OUR VERY INNOVATIVE AND CREATIVE TARGET AUDIENCE THROUGHOUT THEIR ONLINE JOURNEY. MEDIA RAN FROM 13 MARCH FOR 5 WEEKS WITH A BUDGET OF JUST UNDER $60K USD.
  • THE RESULT :
    ALL THE FILMS WERE A HIT ONLINE AND ON THE BIG SCREEN DURING THE TOURNAMENT, WHERE 40,000 FANS DANCED AND SANG ALONG. THE CAMPAIGN DROVE 265,826+ VIDEO VIEWS AND 250+ LOYALTY PROGRAMME ENROLMENTS, OUTPERFORMING THE PRIMARY VIDEO GOAL BY 96% WITH CPV OF $0.16.