Title | LAUNCH OF JO&JOE |
Brand | ACCORHOTELS |
Product/Service | JO&JOE |
Category |
G08. Copywriting |
Entrant
|
W&CIE Paris, FRANCE
|
Idea Creation
|
W&CIE Paris, FRANCE
|
Credits
Gilles DELERIS |
W&Cie |
Chief Creative Officer |
Paul GROVES |
W&Cie |
Creative Director |
Jean-Jacques CHARRAIS |
W&Cie |
Senior Art Director |
Albane VAN EECKHOUT |
W&Cie |
Junior Art Director |
Alexandre CELAIRE |
W&Cie |
Junior Art Director |
James WATKINS |
W&Cie |
Copywriter |
Martin PIOT |
W&Cie |
Managing Director |
Cécilia DESCHAMPS |
W&Cie |
Project Manager |
Anais GUILLEMANE |
W&Cie |
Head of Strategic Planning |
The Campaign
We’ve created a hybrid place in between a bar, a restaurant, a hostel, an apartment, a concert hall: meet JO&JOE!
Creative Execution
JO&JOE's semantic territory, has been thought like a punchy and witty conversation, between two friends who just love to contradict each other.
Jo is a girl and Joe, a boy… or is it the other way around?
Jo is artistic …and Joe is sporty !
Together, they form JO&JOE : a conversation between two backpacking friends with slightly different perspectives on the same thing – but ultimately they always go in the same direction.
The copy is conversational. It’s sensitive to the environments and contexts in which it appears. It makes a difference whether the reader is in the gym to in the elevator.
Indication of how successful the outcome was in the market
JO&JOE is the first brand to be launched by AccorHotels in the last 10 years
> + 400 press clippings and 1300 mentions in 3 days
> 50 000 people reached during the online activation launch
To cater to the large and complex population of Millennials and Millennials-minded, JO&JOE is a new hospitality concept, always changing, adapting to its clients and not the other way around ! In few words, JO&JOE has been created by and for its clients.