Lub D Hostel Promo, Case study 1 SENTENCE 1 NIGHT CHALLENGE by CREATIVE SPIKE Bangkok

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1 SENTENCE 1 NIGHT CHALLENGE

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Industry Hotels & Resorts
Media Promo & PR, Case study
Market Thailand
Agency CREATIVE SPIKE Bangkok
Director Chacree Rujiviphat
Art Director Charnpanu Suchaxaya, Mr.putthikoon Penwan
Copywriter Bhattara Tanchavalit, Wongsakorn Jaihuab, Lode Nandhivajrin, Saisin Sinsuk
Released May 2011

Credits & Description

Category: Travel, Tourism & Leisure
Advertiser: LUB D HOSTEL
Product/Service: LUB D HOSTEL
Agency: CREATIVE SPIKE
Creative Director: Putthikoon Penwan (Swat Co.)
Copywriter: Bhattara Tanchavalit (Swat Co.)
Copywriter: Wongsakorn Jaihuab (Creative Spike Co.)
Copywriter: Saisin Sinsuk (Creative Spike Co.)
Copywriter: Lode Nandhivajrin (Swat Co.)
Art Director: Putthikoon Penwan (Swat Co.)
Art Director: Charnpanu Suchaxaya (Swat Co.)
Agency Producer: Chatchai Kunponpitak (Creative Spike Co.)
Agency Producer: Chakkrapong Haesuwannakit (Swat Co.)
Director: Chacree Rujiviphat (Chacree Rujiviphat)
Cinematographer: Apichart Thaweeaphiradeevicha (Chacree Rujiviphat)
Film Producer: Samuchchai Kriengsukpichit (Chacree Rujiviphat)
Film Producer: Chatchai Kunponpitak (Creative Spike Co.)
Sound Production: Cinesound (Cinesound)
Sound Production: Kulsak Thumsanong (Cinesound)
Sound Production: Chacree Rujiviphat (Chacree Rujiviphat)
Media placement: Online Advetising - 3 Spots - Youtube - May 5, 2011
Media placement: Event - Lub d Hostel's Lobby (Silom&Siam Branch) - May 5-31, 2011
Media placement: Viral Clips From Backpackers - More Than 50 Clips - Youtube, Travel Blog - May 6, 2011

Summary of the Campaign
The newly-opened Lub-d Hostel in Bangkok, Thailand, needed to promote a fun and unpretentious hostel globally in order to increase occupancy rates and gain a larger share through word-of-mouth within the backpacking community.

Backpacking communities converge online where they share experiences and make recommendations to find the lowest cost accommodations. Offering them a free night at an upmarket hostel, centrally located, was key to our web promotion.

'1 Sentence 1 Night Challenge' is a quirky ‘Thai Tongue-Twisting Challenge’ that encourages backpackers to learn Thai idioms (often with words that sound like cuss words when used in English).

- Chao Fard Pad Fuk, Yen Fard Fuk Pad;
- Yaai Kin Lumyai Naam Laai Yaai Lai Yoii;
- Yuck Yai Lai Yuck Lek Yuk Lek Lai Yuk Yai.

Humour was integral to the campaign in order to capture the essence of the Thai culture. All challenge participants’ attempts were filmed and uploaded online, and then shared across all related backpacking websites.

The original clips, together with participants’ clips, immediately sparked interest from media, receiving excellent exposure from media in Thailand, Asian regions, and the rest of the world, like CNN Go, online news articles and clips, press, magazines and TV scoops, which helped generate a total PR value of more than US$100,000.

The Situation
• Political instability in Thailand;
• Some copy-cats of Lub d hostel have appeared in the same locations;
• As a medium-sized hostel, we have just US$2,000 for our total communication budget.

Lub d Hostel is one hostel among hundreds in popular tourist areas. Therefore, awareness needs to be raised to win backpackers' custom.

To create an experience separate from our copy-cats, we have to design our campaign to be funny and different from other hostels in the world.

The Goal
Our targets are mostly young, adventurous backpackers who want to experience life as the locals do. With very little money, they want to explore different countries, cultures and languages. They travelled with gadgets (digital cameras, notebooks and iPhones ) and shared their experience back in their own countries.

With our limited budget, free media and a viral were what we aimed at in order to reach our targets.

The Strategy
• Promotion is just our PR tool:
- How can you get one free night by just speaking 1 sentence?
- We created a highly-unlikely promotion as our PR angle: the ‘1 sentence 1 night’ challenge;
- ‘The easiest way to sleep free in Bangkok’ was used as our headline in all PR material, to make everyone raise their eyes with a big 'wow!', encouraging them to immediately search and share how to get a free night at Lub d hostel.

• Common Area = Key Selling Point:
- We designed a campaign that can show off Lub d’s unique experiences right in our lobby.

• Share, Share and Share:
- Backpackers love to share everything. So, we developed all material to be shareable, from tutorial clips to clips of the participants.

Execution
1. 3 initial tutorial-clips, promoting the challenge and explaining the meaning of each tongue-twisting sentence, were released and uploaded on popular online communities on May 5, 2011.

2. We recorded all challenge-participants and re-edited them as follow-up clips to be released and uploaded on May 24, 2011.

3. Monitor the campaign via viewer rates on the uploaded sites, onsite participation and media coverage until June 31, 2011.

• Our promotion campaign ran during the low-season period of 2011 for around 1 month at Lub d hostel’s lobbies (both Siam and Silom branches).
• In our original plan, we expected foreigners as our only target group, but after sending out the clips, our campaign was shared among locals more than we expected. That’s why the campaign got free PR news from both local and international media.

Documented Results
Our total communication budget for the campaign was US$2,000, with which:

- Lub d hostel gained free PR from local & international media and more than 100,000 views on YouTube within 1 month;
- Lub d hostel received votes from backpackers to be one among the top 3 desired-to-stay-in hostels, within a month after the challenge;
- Thailand Tourism Authority selected our campaign to be part of a showcase of excellent marketing strategies for Thailand’s travel industry