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  • SUB CATEGORY :
    GUTSY STRATEGY
  • 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.

  • INSIGHT :
    Indonesia’s travel and tourism industry is in double-digit growth – fuelled by both domestic and international tourism. Every major hotel chain is investing in new properties and rooms across the country. There are also a number of very big local players such as Tauzia and Santika who are much bigger than Artotel Group.

    These big players have purchasing power and economies of scale to dominate the online travel agents (e.g. Traveloka, Agoda) which account for over 80% of room searches and 60% of bookings. Their model tends to be about providing good-enough amenities in each class to keep the costs down for guests who typically just want a room as a base.
  • 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.

  • CREATIVITY IDEA :
    Rockstar Status – a new tier to the loyalty programme: This rewrites the rules of hospitality to invite the most loyal guests with a complimentary stay where they can do anything they want. To live like rock legends and party to their own rules – after they’ve stayed 120 nights to qualify.

    An idea to bring fame from loyalty. And because our Rockstars would be considered nightmare guests for other hotels, we had an idea that our competitors were highly unlikely to copy.

    Iconic stories from rock mythology were used to juxtapose the boring features of other hotels’ loyalty programmes.
  • 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 :
    Seeded on YouTube, Instagram & TikTok, on air on SCTV, and in CGV cinemas.
    Print ads were placed in Now magazine. PR caught the attention of the travel and lifestyle media – including Fortune, Hypebeast, and Liputan 6 amongst others. Artotel Group exhibited at the Destinasian Travel Show (Jakarta, Feb-24). Films were shown in hotel rooms and on the lobbies’ TVs.
    A combined media/subscriber/reader/visitor reach of 85M>. Resulting in:
    >300,000 social views
    +27% searches
    +387% website visits vs same period 2023
    +30% increase in conversion/bookings vs same period 2023
    11,488 new members – 300% more in one month compared to all of 2023
    262,898 new members and counting (29 Feb - 28 Nov)

    By taking a measured risk, Artotel saw an ROI in business results that exceeded the projected costs. Artotel Group is now on the "must-experience-again" list for the Explorer audience.

    The idea (like the original rock star legends and stories) has the power to endure and engage for years to come.
  • URL :
    https://artotelwanderlust.com/artotel-wanderlust