The new campaign falls under Marriott Hotels’ brand promise, “Travel Brilliantly.” The Publicis Worldwide work introduces a new chat function to Marriott’s Mobile App that allows guests to chat in real-time directly with hotel staff to ask questions and request services starting 48 hours before arrival and through their stay. Mobile Request is offered exclusively to the nearly 54 million members of the company’s award-winning loyalty program Marriott Rewards.
Under the campaign theme “Want anything, any time? Let’s chat.” Publicis Hong Kong has produced a series of 30-second videos with unexpected humor and surprise endings to bring the text function to life. In one video, a hotel guest orders materials for a wedding, but it emerges that the happy couple are in fact two small dogs.
The videos have been seeded on Facebook, Weibo, WeChat, YouTube and Youku; and further amplified by key opinion leaders identified by the agency.
Nicoletta Stefanidou, Group Creative Director at Publicis Worldwide Hong Kong said, “Marriott Mobile App’s new chat functionality offers a significant differentiation for Marriott against competitors who are seeking to attract Millennial travelers. The new chat capabilities speaks their language and we have significant ambitions for the success of their new work.”
Source: Campaign Brief