Media: TV, Digital, Social
Year: 2018
THE BRIEF: Prior to this campaign, Hotels.com was creating standalone work in each of its APAC markets, and the result was a fragmented brand with little consistency. Our task was to launch the Hotels.com's mascot, Bellpug, throughout Asia, and to do it with a campaign that would finally give the brand a coherent voice across the region.
THE INSIGHT: Hotels.com's brand promise is "the most rewarding way to book your stay." We discovered that the main glue that unified weary consumers living in Asian mega-cities was that travel provided a space from their busy, cramped lifestyles. Travel was the escape they were dreaming of.
THE IDEA: Reward Yourself - a campaign that showed Bellpug appearing in your travel dreams and showing you how to make them a reality.
EXECUTION: The campaign was built around two core TV executions, with supporting 6 second executions concentrating on tactical offers, as well as social and PR executions to support the launch.
To do this, we had to revisit the character design of Bellpug, including giving the little guy a name, defining a role for him, and creating usage guidelines for execution.
The spots themselves were designed based on travel trends and data gleaned from each of the markets, showing emergent trends such as solo female wellness and pampering trips, and family holidays to onsens and nature getaways.
Throughout the year, additional cutdowns and versions were tailored to support tactical promotions in each of the markets.
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AWARDS
2019 Dragons of Asia - Black Dragon (Best Integrated Marketing)