Brand | CITYMAX HOTELS |
Product/Service | SPORTS LOUNGE IN CITYMAX AL BARSHA & BUR DUBAI |
Entrant | PROMOSEVEN 360 Dubai, UNITED ARAB EMIRATES |
Category | Use of Digital in a Promotional Campaign |
Entrant Company: | PROMOSEVEN 360 Dubai, UNITED ARAB EMIRATES |
Sales Promotion/Advertising Agency: | PROMOSEVEN 360 Dubai, UNITED ARAB EMIRATES |
The Brief
- Find the perfect name for the Citymax sports lounge
- Publicise the naming contest, and thus the lounges
- Engage customers & potential customers using the naming challenge to build a faithful local
community database, which can then be used on an ongoing basis to promote the special
occasions calendar and offers of the lounges.
The objective was to engage and build a community by encouraging them to find a perfect
name for the lounge. We wanted them to experience the superior service of Citymax Hotels
first-hand by visiting them, and spread the word to their friends & family.
Describe how the promotion developed from concept to implementation
We used social media with Facebook & Twitter to reach influencers and current fans of the
hotel's Facebook page to spread the competition and enlist participation. We developed an
application on Facebook for guests to nominate names, participate and vote.
First we asked people to submit names on Facebook for a month. After shortlisting 7 names,
we encouraged people to vote for their preferred name. Based on the largest number of votes
received the winning name was selected.
We also used radio sponsorship as support media, below the line collateral and emailer sent
to hotels customer database.
Describe the success of the promotion with both client and consumer including some quantifiable results
In just over 3 weeks with an investment of only AED 100 000 / $27 345, we have:
Fan base increased by 645% from 220 to 1,641 fans
Received 1587 names
998 votes received for the shortlisted names
The name THE HUDDLE was the winner
But best of all Our fans constantly engaged with us and still are.
With the growth of a successfully engaged community the program is now generating more
fans organically through their referrals, the fans own conversations, and engagement with the
Citymax hotel community.
Explain why the method of promotion was most relevant to the product or service
We were requested to conceptualise of THE PERFECT NAME for the sports lounges, and
immediately saw a bigger opportunity to build a deeper relationship between the hotel and its
catchment community, by getting the community involved in finding the perfect name for the
lounges. Because a sports lounge is a very social place, social media, in particular, Facebook,
was the perfect medium to use to call for name nominations. Furthermore, by asking patrons
to nominate, and campaign for votes for their favorite names, it gave them a sense of
communal ownership of the bar, and emotional loyalty towards the venue.
Credits
Vikas Kohli |
Promoseven360 |
Digital Director |
Rahul Padukone |
Promoseven360 |
Business Director |
Arz Azar |
Promoseven360 |
Associate Creative Director |
Doug Mackay |
Promoseven360 |
Senior Copywriter |
Jonathan Ayliffe |
Promoseven360 |
Creative Director |
Mark Shadwell |
Promoseven360 |
Executive Creative Director |
Shyam Sunder |
Citymax Hotels |
Marketing |
Lakshmi Krishnamurthi |
Citymax Hotels |
Senior Marketing Executive |
Aziza Razakberdieva |
Promoseven360 |
Account Manager |