2019 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

This case describes how Atlantis, The Palm in Dubai created The World's First Social Media Suite! It was an immersive brand experience that took visitors away from the everyday, getting them to interact and experience features and functions in a room like no one had before. And by enabling them to create an unforgettable and highly sharable memory, the idea positively impacted brand and business success.

Background

Atlantis The Palm, Dubai’s brief was simple, they where about to hit 1 million Facebook likes and wanted to say the kind of thank you that their fans and the entire world would remember. Key objectives: • Further build brand love. • Further raise Atlantis The Palm Dubai’s profile internationally with a PR worthy story. • Increase staycationers during a tough economic climate.

Describe the creative idea.

With Facebook, we tookover a fancy room and turned it into The World’s First Social Media Suite – The Atlantis Fan Suite. It was a brand experience unlike ever before. Exclusively available for any Atlantis Facebook fan to book, for free, for an entire year. The suite was fully booked for the whole year in just 14 days.

Describe the strategy.

We all like liking stuff, like keyboard cats, rainbow cats or grumpy cats. But since when has liking stuff, got you stuff back? Well, if you were one of the millions of fans who liked Atlantis The Palm Dubai’s Facebook page, liking stuff got you a once in a lifetime experience. Rather than do a usual bland ‘Thank you’ campaign, we asked Atlantis to do something completely bonkers when they hit their 1 million milestone. Something so bonkers it would attract tourists from all over and increase revenues in a tough economic climate. Something like telling them to take one of their suites off the market for a whole year. Something that would cost them $200,000 in lost revenue. But got them $3.2million back in earned media.

Describe the execution

By combining iconic Facebook elements with Atlantis’ promise to take people away from their everyday we created a new medium that no one has seen before. The world’s first social media suite, which acted like an immersive sampling experience showcasing the resort and its amenities to all visitors. We designed the whole suite and packed it full Facebook themed features. A high-tech entry system, a ‘Poke’ for room service button, a bespoke range of witty toiletries, a Status wall, a Butler Bot, their own personalized Facebook feed mirror, custom made LIKE chair, live feeds, and a whole lot more. Social content drove people to a bespoke booking site where fans could book their 1-night stay for free. And influencers made the Suite not just the talk of town, but talked about around the world too.

List the results.

+11% Brand Buzz. +6% Brand’s impression Equity. +7% Brand’s Reputation Equity. +11% Atlantis’ Room Bookings. +8% Atlantis’ Suite Bookings. +40% uplift in spends across the resort compared with business-as-usual.