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  • SUB CATEGORY :
    CUSTOMER ACQUISITION & RETENTION
  • ENTRANT COMPANY :
    OGILVY SINGAPORE PTE LTD, SINGAPORE
  • TITLE :
    ROCKSTAR STATUS
  • BRAND :
    ARTOTEL GROUP
  • ADVERTISER :
    ARTOTEL GROUP
  • AGENCY :
    OGILVY SINGAPORE, SINGAPORE
  • CHIEF CREATIVE OFFICER :
    NICOLAS COURANT
  • CREATIVE DIRECTOR :
    STEPHAN SCHWARZ/ARITRA DUTTA
  • ART DIRECTOR :
    MAGGIE MICHELLA/BRUNO ANDRADE
  • COPYWRITER :
    JEROME TOH/PEDRO PEDREIRA
  • STRATEGIC PLANNING DIRECTOR :
    PAUL GAGE
  • OTHER CREATIVE CREDITS :
    REED COLLINS
  • DIRECTOR :
    XAVIER MAIRESSE
  • DIRECTOR OF PHOTOGRAPHY :
    MARC AZIZ RESSANG
  • EXECUTIVE PRODUCER :
    JOSH PATIL/JASMYN ASVAT
  • OTHER FILM PRODUCTION CREDITS :
    ESTHER SUTANTO
  • EDITOR :
    MADE SUMIARTANA/MAKOTO AMEMIYA/LORENZO COLUGNATI
  • COLORIST :
    ALBERT GOO
  • SOUND DESIGNER :
    ANTONIO D'AMBROSIO
  • POST PRODUCER :
    ROMAIN CAILLIEZ
  • CAMPAIGN SUMMARY :
    Every hotel loyalty program, including those by the biggest global 5-star chains, offers the same rewards like complimentary breakfasts, late check-outs, and room upgrades. Artotel Group, a Southeast Asian luxury hotel chain known for its creative hospitality and love for art and culture, didn’t want to become part of the template.

    So, we created a new tier called "Rockstar" in their loyalty program. It rewarded the most loyal guests with a complimentary stay, where they could do anything they wanted. To reach Rockstar Status, guests needed to stay 120 nights in 6 months – a near-impossible challenge that got everybody talking.

    These are the results from 29 Feb to 28 Nov:
    +387% website visits.
    +30% room bookings.
    262,898 new members

    By taking a measured risk, the campaign helped Artotel Group go from a regional hospitality brand that celebrates arts, music, and culture to one that took culture to the next.

  • CREATIVITY/IDEA/INSIGHT :
    Every hotel loyalty program, including the biggest global 5-star chains, offers the same rewards such as complimentary breakfasts, late check-outs, and free room upgrades. Artotel Group, a Southeast-Asian luxury hotel chain known for its creative hospitality and love for local arts and culture, didn’t want to become part of the template. So they revamped their loyalty program to make their hotels more like exciting travel experiences, not just places to stay. They created a whole new tier called "Rockstar", where the most loyal guests are rewarded with a complimentary stay where they can do anything they want. The campaign, "Rockstar Status", promotes this exclusive, first-of-its-kind tier and the perks that come along with it.
  • STRATEGY :
    The Artotel Group's experience is designed to appeal to creatively-minded "Explorers". They are curious and adventurous as they seek out proactive ideas and more unique concepts to enrich their travel. Wanting more than hospitality, Artotel Group takes them on a wondrous and eccentric journey. We tapped into their penchant for adventure by offering something no other hotel has or could offer their guests: the ability to do absolutely anything they want and party like real rock stars. To ensure our audience was reached, we cast a wide net and launched the campaign both online and offline, which includes social media, broadcast television, cinemas, out-of-home posters, and print magazines – where everything drove people to sign up as members of Artotel Group's loyalty program. Offering something that no hotel, premium or budget – can offer to their guests.

  • EXECUTION :
    Rockstar Status - a fully integrated campaign, captured the most extreme possibilities a guest could enjoy as a Rockstar-tier member in Artotel Group's loyalty program. From riding a motorcycle down a hallway, to flooding a suite – all leading people to sign up as loyalty members. The campaign was launched both online and offline, beginning with major social media outlets and YouTube, and subsequently, with an activation stunt at Indonesia's biggest travel fair, out-of-home posters, print magazines, broadcast television, and in cinemas. The campaign launched on 29th February and is still running.
  • RESULT :
    Rockstar Status, the newest tier in Artotel Group's loyalty program made itself known and stood apart from every other hotel on major social platforms, in-magazine prints, screens, TV broadcasts, cinema, and an on-ground activation. Conversations stirred both online and offline – turning the perception of Artotel Group as just another hotel in the region, into a reason for people to travel to the region. This resulted in:

    +387% website visits.
    +30% room bookings.
    11,488 new members in two weeks.
    262,898 new members and counting (29 Feb - 28 Nov).

    By taking a measured risk, the campaign helped Artotel Group go from a regional hospitality brand that celebrates arts, music, and culture, to a brand that took culture to the next level by bringing back the spirit of Rock 'N' Roll on the global stage. Ultimately, the brand saw an ROI in business results that exceeded the projected costs.
  • URL :
    https://artotelwanderlust.com/artotel-wanderlust