| Title | LA SUITE 345 |
| Brand | ACCOR HOTELS |
| Product/Service | ACCOR HOTELS |
| Category |
C02. Live Shows / Concerts / Festivals |
|
Entrant
|
HAVAS SPORTS & ENTERTAINMENT Paris, FRANCE
|
|
Idea Creation
|
HAVAS SPORTS & ENTERTAINMENT Paris, FRANCE
|
|
PR
|
HAVAS SPORTS & ENTERTAINMENT Paris, FRANCE
|
|
Production
|
HAVAS SPORTS & ENTERTAINMENT Paris, FRANCE
|
Credits
| Frederic Sounillac |
Havas Sports & Entertainment |
Creative Director |
Why is this work relevant for Brand Experience & Activation ?
AccorHotels wants to create a strong relation with millennials and believe passions is a powerful tool to do so. Signing sponsorship deals like the naming of the former Bercy Arena is the first step if you want to connect with them, this is clearly not enough to engage them and start to build a long relation.
To engage them, we wanted to create something millennials crave for: special experiences. We needed them to remember that we, at AccorHotels, created that just for them. So our experience must be something only AccorHotels could bring them : we created our Suite 345
Background
Hospitality has been disrupted by AirBnB, especially for under 35 y.o. Historical companies are disconnecting with millennials, a key target. AccorHotels wants to reconnect with them through their passion, music being the #1.
As naming partner of the AccorHotels Arena, where many worldwide artists perform, we connect with millennials. But to create a stronger link with them we had to go one step further: how to create a special experience around millennials passion with a real & relevant role for AccorHotels?
Describe the creative idea
We only have the legal right to promote the AccorHotels Arena, not the artist performing.
However, when we saw that Imagine Dragons, DJ Snake & Kendrick Lamar, 3 of the most influent artists around millennials, were performing 4 shows in only 5 days at the AccorHotels Arena, we had to do something create. To bypass this legal constraint around artist, we created our own event, using a “code” name introduction our concept:
3 shows / 4 shows / 5 nights
From Feb. 22 au 26, AccorHotels presents the Suite 345!
Describe the strategy
We had very few paid media on this event, looking for many earned media if the exceptional side of our experience would seduce the numerous artists’ fans, artist that we were naturally & freely associated with.
We also launched on all our AccorHotels owned media and many shared medias thanks to AccorHotels Arena SoMe account & website, reaching a very relevant target.
Describe the execution
The main objective was to convince the more millennials we could to participate to our campaign and try to win the night in the Suite 345. Their participation was complete once they register in our website all their personal information.
Sharing personal data is a very high level of engagement, therefore we need to:
> offer an experience attractive enough to complete all the registration form
> expose as many millennials as possible to this campaign
Therefore, reached & engaged audience were also really important, just a little harder to measure very precisely.
List the results
73 221 fans registered on our website in 3 weeks.
A total 3 times higher than the previous program record, with a 1,43€ record cost per fan registered.
+ 11M individual fans reached on SoMe and + 547 000 fans engagements in 4 weeks.
An overall 5,1% engagement rate all along our campaign, taking in account all social media.
A 0,19€ cost per engagement & 0,009€ cost per view, highly lower than paid advertising standards.
Key SoMe & print earned media (Yahoo !, 20 minutes.fr, Grazia, Melty) and, for the 1st time of the program life, earned media in radio (RTL 2 morning show, Double expresso) and TV (more than 6 min in C8 midday program William a midi)
Also, for the first time, the biggest national influencers (Squeezie, Natoo, BigFlo & Oli) were engaged & created content for free around our campaign and their experiences for their community.