| Title | YOUR DERBY SUITCASE |
| Brand | DERBY HOTELS COLLECTION |
| Product/Service | TRAVEL / HOSPITALITY - DERBY LUXURY HOTELS |
| Category |
A08. Creative Data Collection & Research |
|
Entrant
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BARCELONA VIRTUAL, SPAIN
|
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Idea Creation
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BARCELONA VIRTUAL, SPAIN
|
Credits
| Paul Fleming |
Barcelona Virtual |
President |
| Jacqueline Ramos |
Barcelona Virtual |
Creative Director |
| Judit Solsona |
Barcelona Virtual |
Senior Art Director |
| Edgar Griñant |
Barcelona Virtual |
Senior Technical Director |
| Javier Cambero |
Barcelona Virtual |
Multimedia Producer |
| Josep Torra |
Barcelona Virtual |
Managing Partner |
| Alex Nebot |
Derby Hotels Collection |
CMO |
| David Vilaseca |
Derby Hotels Collection |
E-Mail Marketing Manager |
| Eva Gómez |
Barcelona Virtual |
Art Director |
The Campaign
OUR SOLUTION was to propose an online survey that looked much more like a GAME. It was positioned as an attractive contest:
Three lucky couples would WIN 2 NIGHTS of luxury in any Derby in Paris, London, Madrid & Barcelona.
INNOVATIVE ELEMENTS:
- Creativity based on GAMIFICATION
- DRAG & DROP data collection
- Touchscreen ease of use, FAST & FLOWING
- MOBILE-ready at all times
- Visual METAPHORS: packing your suitcase, passport stamps
- SIMPLIFICATION through use of SLIDERS (SEE passport stamps = frequency)
YOUR DERBY SUITCASE was offered in English, French & Spanish.
LOVEMARKS:
- The confirmation Email included a PERSONALISED CUPON at any Derby Collection hotel, based on their choice in the "game"
- SURPRISE is a strong Lovemark element to delight key customers
- This coupon generated real-world TRAFFIC to 18 hotels and caused over 15,000€ of EXTRA F&B SALES.
At the time of this writing, we have just now CLOSED THE FINAL REPORT, so the implementation begins now.
MAYOR RESULTS:
- The most profitable customer is identified in detail (female, 43, Spanish)
- She uses Apple in the vast majority of cases
- She travels frequently, rarely alone
- Her visits are off-season and urban
- We will change an entire series of details in Contents, Tone, Visuals, Promos
We also identified DIFFERENCES IN INTERESTS in the major markets of SPAIN, UK/USA & FRANCE.
Our EMAIL MARKETING strategy will be completely overhauled.
LOCAL GUIDES with more personal experiences in our key cities will offer ELENA the experiences she seeks.
A 2017 WOM (Word of Mouth) campaign is planned to capture valuable LEADS.
Today's Creativity is data-fueled.
Automated, behaviour-driven -- and yet the basic information is extremely hard to obtain.
RELEVANT RELATIONSHIPS PRODUCE ROI,
so having this personal information is key.
"YOUR DERBY SUITCASE" was successful in capturing essential data in an engaging way, obtaining a 55% CONVERSION RATE with very hard-to-reach customers.
We are very pleased with the CONVERSION RATE OF 55%.
That is: of the 5,459 participants who began the "game", over 55% FINISHED & PROVIDED US WITH THEIR PERSONAL DATA.
IMPORTANT:
This "micro-audience" was CONCENTRATED & RELEVANT: all those invited to participate were EXISTING, PAYING CUSTOMERS and their friends (twin-profiling).
RESULTS:
- Our most profitable customer is a WOMAN (57%), 43 years old, adventurous
- She travels frequently, for leisure, and almost always accompanied
- We have clear data on her SOCIAL MEDIA and DIGITAL LIFESTYLE (mobiles etc.)
- This is not only changing Creativity, but also the FOCUS of OFFLINE PACKAGES