Grey Group Singapore and Hotels.com are back, following the previously well-received ‘Instant Savings’ (May 2017) campaign. Titled ‘Obvious Rewards’, the new campaign will improve brand fluency among audiences, casting the eye of focus squarely upon the Hotels.com™ Rewards Program function, while introducing audiences to the new anthropomorphised pug mascot, which takes the lead in affirming customers’ choices. The scope of work will cover Online, Digital, and Social elements, extending across Singapore, Hong Kong, Taiwan, and Thailand.
The launch will be headlined by a lighthearted 60 seconds film, illustrating the backstory of the titular pug’s eventual selection, following whimsical shenanigans from an entire menagerie’s worth of potential mascot candidates. It will be augmented by a subsequent 30 seconds spot, with the pug manifesting in a bellboy costume at the moment a user ponders upon her travel accommodation options, thereby highlighting Hotels.com as the go-to option with the best rewards. A series of short promos will also be rolled out in conjunction with seasonal promotions.
In addition, Hotels.com will be rolling out a series of consumer engagement activities in phases, from an interactive microsite where the public can win prizes to mascot themed-room activation, and a ‘Name the Pug’ Facebook contest to further strengthen the call-to-action to Hotels.com.
Explaining the campaign, Jessica Chuang, Regional Marketing Director, Greater China, Southeast Asia and India for the Hotels.com brand said: “With the ‘Obvious Rewards’ campaign, we wanted to uphold elements of fun and quirkiness behind our brand, while driving home the messaging of Hotels.com as the obvious choice for savvy customers with an eye for great savings and seamless convenience. The result? An awesome loyalty reward system which keeps on giving”.
“In a low loyalty category full of discounts and deals, memorability and cut through is obviously a challenge. For memorability, we’re helping hotels.com launch their new brand mascot in the form of a pug in a bellboy costume (obviously), to remind viewers that Hotels.com has obviously good deals, and an obvious name, and should really be the obvious choice next time you’re thinking of booking a hotel online,” said Marthinus Strydom, Executive Creative Director & Global Creative Leader of Team GSK Singapore, stating the obvious.