DO NOT DISTURB PLEASE – THE FART
Title | DO NOT DISTURB PLEASE – THE FART |
Brand | SCANDIC |
Product/Service | HOTEL |
Category |
D03. Webisodes / Series |
Entrant
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HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
|
Idea Creation
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HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
|
Credits
Claus Collstrup |
Hjaltelin Stahl |
Senior Art Director |
Karl Kristian Krarup Kjær |
Hjaltelin Stahl |
Art Director |
Peter Molde-Amelung |
Peter Molde-Amelung |
Director |
Cille Silverwood-Cope |
Hjaltelin Stahl |
Producer |
Jesper Jørgensen |
Hjaltelin Stahl |
Client Service Director |
Mette Pieper |
Hjaltelin Stahl |
Project Manager |
Background
The Nordic Hotel chain, Scandic with the reputation of only having hotels along the highway, opened a new hotel in the trendiest part of Copenhagen.
Surrounded by microbreweries, hipsters and connoisseur coffee shops,
Scandic seemed like a misfit.
We needed to make the locals understand that Scandic is not what they think.
Describe the strategy
We created 4 webisodes of our "Do not disturb, please"
with each episode linking to an activation to change perception in the local community by inviting people inside the hotel in different ways.
A new episode aired each week for one month.
Describe the execution
We created 4 episodes of "Do not disturb, please" with each episode linking to an activation
to change perception in the local community. A new episode each week for one month.
Episode one
Activation: Win a romantic get a way (551 participants. 10 winners)
Episode two
Activation: Get your art exhibited in the hotel (1225 participants. 300 winners)
Episode three
Activation: Win a room for an entire semester (2741 participants. 5 winners)
Episode four
Activation: Win a luxury dinner (750 participants. 40 winners)
List the results
Target group: 350.000 people
Total views: 13 million
Total interactions: 63.000
Engagement rate: 17,69%