MEMORABILIA TV by Ogilvy & Mather Kuala Lumpur for Hard Rock

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Industry Hotels & Resorts
Media Promo & PR, Case study
Market Malaysia
Agency Ogilvy & Mather Kuala Lumpur
Executive Creative Director Daniel Comar, Guillermo Caro, Gavin Earle Simpson
Art Director Oon-Hoong Yeoh
Copywriter Andrew Low
Photographer Loh Lin Shan - Untold Images
Released August 2009

Credits & Description

Category: Travel, Entertainment & Leisure
Product/Service: HARD ROCK HOTEL
Date of First Appearance: Aug 19 2009 12:00AM
Entrant Company: OGILVY & MATHER MALAYSIA, Kuala Lumpur, MALAYSIA
Chief Creative Officer: Gavin Simpson (Ogilvy Malaysia)
Executive Creative Director: Daniel Comar / Gavin Simpson (Ogilvy Malaysia)
Copywriter: Andrew Low (Ogilvy Malaysia)
Art Director: Yeoh Oon Hoong (Ogilvy Malaysia)
Photographer: Loh Lin Shan (Untold Images)
Media placement: Ambient - Cafe - 19/08/2009

Results and Effectiveness
As part of a campaign, the memorabilia successfully generated immediate room enquiries and bookings at point of sale. On the opening and the months thereafter, the Hard Rock Hotel Penang consistently recorded an average occupancy rate of 95%. This is especially important when occupancy rates for neighbouring hotels during that particular period usually averaged 65%.

Creative Execution
Rather than a usual poster, we produced never-before-seen memorabilia featuring ‘artefacts’ from the infamous hotel stays of rockers. Inspired by the stories behind them, the memorabilia were faithfully produced to look like an original. Included with each one, is a call-to-action for enquiries and reservations. This is one of three pieces that were on display.

Insights, Strategy & the Idea
The objective was to generate enquiries and reservations for the launch of the Hard Rock Hotel, Penang. With its steady stream of loyal customers, the Hard Rock Café, Kuala Lumpur was the perfect place to advertise the hotel on a small budget. Locals and tourists have always taken a keen interest in the memorabilia at the Café and the stories behind them. With this in mind, we captured their attention by replacing the usual memorabilia with three authentic-looking pieces of our own. These were inspired by true stories of infamous stays of rockers at other notable hotels. The idea is based on the insight that rockers could never fit into The Establishment, much less stay at one. Simply put, The Hard Rock Hotel is the only hotel where rockers will always feel welcome.