City Lodge Promo SLIPPERS by TBWA\Hunt\Lascaris Johannesburg

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SLIPPERS

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Industry Hotels & Resorts
Media Promo & PR
Market South Africa
Agency TBWA\Hunt\Lascaris Johannesburg
Executive Creative Director Damon Stapleton
Creative Director Adam Weber
Art Director Thereza Norton
Copywriter Mike Vines
Released March 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: CITY LODGE
Product/Service: HOTEL
Agency: TBWA\HUNT\LASCARIS JOHANNESBURG
Date of First Appearance: Mar 25 2011
Entrant Company: TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
EXECUTIVE CREATIVE DIRECTOR: DAMON STAPLETON (TBWA\HUNT LASCARIS JOHANNESBURG)
CREATIVE DIRECTOR: ADAM WEBER (TBWA\HUNT LASCARIS JOHANNESBURG)
COPYWRITER: MIKE VINES (TBWA\HUNT LASCARIS JOHANNESBURG)
ART DIRECTOR: THEREZA NORTON (TBWA\HUNT LASCARIS JOHANNESBURG)
EXECUTIVE PRODUCER: SIENNE ECONOMOU (OSMOSIS)
PRODUCER: DEOLINDA SANTOS PEREIRA (OSMOSIS)
Media placement: ACTIVATION - PUBLIC SPACE - 25 MARCH 2011

Describe the objective of the promotion.
The City Lodge group is a family of hotels appealing primarily to business travelers. Occupancy has been low in the wake of the World Cup and City Lodge sought to grab some attention, in a low-cost but effective manner.

Describe how the promotion developed from concept to implementation.
We wanted to demonstrate City Lodge’s positioning of “feel at home” in an unusual and memorable way. So we staged a series of activations during lunchtimes at restaurants in Johannesburg’s central business district. As people were having lunch at outside tables, we had trained dogs drop branded hotel slippers at their feet.

Explain why the method of promotion was most relevant to the product or service.
We were able to specifically target businesspeople because of where the activations took place. And what makes you feel more at home than your dog bringing your slippers?

Describe the success of the promotion with both client and consumer including some quantifiable results.
We found that everyone responded positively to the slipper deliveries and loved interacting with the dogs and the City Lodge brand. We garnered exposure on radio and in the press, online news sites as well as in hospitality publications. We posted photographs of the activations online using City Lodge’s social media streams, including Facebook and Twitter. The campaign allowed people who had not been at the activations to experience the slipper deliveries for themselves.