As Millennium Hotels & Resorts looked to launch the new M Social hotel brand in Singapore – the first of this brand of their hotels in the world – they engaged us to communicate this new brand story effectively targeting millennial travellers across relevant digital channels and from across the world.
Their mandate to us was to create “Talkability”, “Searchability” and “Stayability” (or Brand Lift), and build top-of-mind brand recall and preference for this new target audience (Millennium Hotels & Resorts’ typical target audience were corporate travellers) toward booking their stay at M Social Singapore.
We proposed to leverage on the rising trend (at the time) of the innovative 360° video format with a key campaign video that would:
- Speak to millennials and dispel the stereotypes associated with the generation
- Introduce the audience to the personality, values, and spirit of the M Social brand
- Communicate M Social’s social style of service and “service-on-demand”
- Emphasise Philippe Starck’s design influence; the affordable luxury of M Social
We made use of the 360° video viewing experience of being able to navigate in 360° to communicate our key message:
Despite the negative stereotypes attributed to Millennials, if you were to look beyond first impressions and try to see things from a different perspective, you might understand them better and realise that there’s more than meets the eye when it comes to this generation.
Viewers of the video are able to virtually experience and explore the new M Social Hotel using virtual reality viewers via YouTube, as they follow the Asia’s Next Top Model winner Aimee Cheng-Bradshaw’s day at the hotel.
Google Cardboard viewers were also given out to members of the press at M Social’s media launch, to glowing reviews from the press.
HERE’S WHAT THE CLIENT SAID
Cetin Sekercioglu [President, Millennium Hotels & Resorts]
I will certainly recommend REBL to position new brands, especially on digital platforms. As a group, we are very pleased with our cooperation. REBL delivered the results we desired for the launch of the M Social brand and hotel in Singapore.