Dream On
Assignment: Create a digital campaign to increase loyalty among millennial consumers towards the Holiday Inn Express. The campaign must include experiential activations linked to sporting events and music festivals.
Problem
As a group our first step was a step backwards. Before we could generate a meaningful answer we needed to better understand the problem. This lead us to a key piece of insight.
Of the top 100 brands amongst millennials, none were in the hospitality industry. Despite the fact that 77% of millennials say experiences are their top spending priority.
Organizing Idea
Through our research and key insight we found that the HIE brand of humor speaks to both the values of the brand and millennials. It's through this humor that the HIE can convey real, tangible authenticity. From there the plan was to meld the comedic tone with the dreams, goals and ambitions that millennials hold.
Activations
With all of our activations we aimed to not only bring to life millennial's wildest dreams, but also show value to them. Throughout the campaign we use social media posts of consumers' dreams (hiking adventures, sporting events, running with the bulls, Lady Gaga concerts) as a data mining technique to hone in on consumer's desires. Of course, all of these activations show the values and benefits of a HIE stay.
Dream Bucket List
The first activation directly plays off of a consumers dream. Wanna run with the bulls? Add another summit to your list? Watch a shootout at a soccer game? You post about it, and we'll make it happen. The dream bucket list brings to life dreams with the first point of contact through a Facebook messenger bot that gives you the nudge you need, an epic reward you never expected and an experience of a lifetime.
Suite Seats
Our research showed that most millennials just want a piece of the action. But what if we could upgrade that action, point out the comfort of the HIE and provide an incredible shock value? We can, and we did with the suite seats. Upgrading dull, nosebleed seats with the experience of a VIP suite and a personal concierge you can order food and drinks by texting emojis.
Daydream Room
Music festivals are great. They're also exhausting, sloppy and overstimulating. Taking the idea of a hotel lobby we've created an escape to recharge and elevate the festival experience. The daydream room has a comfy lounge, pointing back to the HIE brand and its values. Most of all the room has a store where spectators can purchase useful festival items like a blanket, poncho or water bottle by sharing their dreams on social media as a form of currency. Of course, a lounge this great has to deliver the action of the festival outside. That's why VR headsets show views of performances from both the crowd's perspective and that of the performer. Delivering a unique experience only HIE can deliver.
