Media: Social
Year: 2021
This was an incredibly interesting task in brand building. As an exclusive private members club trying to build social cachet, this could not be about overt member recruitment. Instead, we had to paint a picture in the minds of our audience by using intrigue and hinting at the experiences that awaited inside the club.
THE BRIEF: Bring the allure and intrigue of New York’s famed Carlyle Hotel to life in Hong Kong by launching a social platform for Rosewood’s private members club, Carlyle & Co.
THE INSIGHT: New York’s Carlyle Hotel is famous but also tantalisingly mysterious. It’s loved by filmmakers and celebrities and political heavyweights and captains of industry, and there’s very much a sense of what goes on inside its four walls, stays inside those four walls. Our platform would need to play heavily on what we leave unsaid.
THE IDEA: Our platform of If You Know You Know drops tantalising hints about the Carlyle & Co. lifestyle. It suggests a series of enthralling and at times decadent set of experiences inside the club, but never spells it out. You either get it, or you don’t.
EXECUTION:
An ongoing platform of static and video social posts that tease that glamour and allure of the club. Sometimes we would use suggestive captions. Sometimes we would let pictures do the talking. Together, they paint a picture of the good times that happen inside Carlyle & Co. But remember, shhh. What happens inside the club, stays inside the club.
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