Nh Hotels DM CALL CENTRE by McCann Madrid

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Industry Hotels & Resorts
Media Direct marketing
Market Spain
Agency McCann Madrid
Executive Creative Director Santiago Lucero, Leandro Raposo, Pablo Stricker, Pablo Colonnese
Creative Director Ricard Figueras, Monica Moro
Copywriter Mercedes Lucena
Released April 2011

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: NH HOTELS
Product/Service: HOTELS
Date of First Appearance: Apr 1 2011
Entrant Company: McCANN ERICKSON, Madrid, SPAIN
Chief Creative Officer: Leandro Raposo (McCann Erickson)
Executive Creative Director: Monica Moro/Pablo Colonnese (McCann Erickson)
Creative Director: Monica Moro (McCann Erickson)
Copywriter: Mercedes Lucena (McCann Erickson)
Account Manager: Jesus Martinez Soria (McCann Erickson)
Media placement: Radio - La Ser, Los 40, Cope - 1 April 2011

Describe the brief/objective of the direct campaign.
Pay attention to our customers in a way other hotels don't: help them to cope with the so-called Post Holiday Syndrome.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We made calls to our best customers to remember them, using lots of humour, the useful and relaxing their stay had been, and after each call we offered them a discount on their next visit.

Explain why the creative execution was relevant to the product or service.
The core idea behind this radio campaign consists of the customer service manager making phone calls to real clients who had recently stayed at an NH hotel, in order to gather and record their spontaneous reactions live on the phone. Thus making a difference compared to competitors.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
85% of clients that were called came back to a NH hotel or at least said they would, and 100% saved great memories. And just by making a call.