Bronze
Direct
Loyalty Programs
| Entrant: | Ogilvy Singapore, Singapore |
| Brand: | Artotel Group |
| Title: | "Rockstar Status" |
| Corporate Name of Client: | Artotel Group |
| Client Company: | Artotel Group, Jakarta |
| Client Company Chief Brand Officer: | Dien Tirto Buwono |
| Agency: | Ogilvy Singapore, Singapore |
| Global Chief Creative Officer: | Liz Taylor |
| Agency Regional Chief Creative Officer: | Reed Collins |
| Chief Creative Officer: | Nicolas Courant |
| Creative Directors: | Stephan Schwarz/Aritra Dutta |
| Associate Creative Directors: | Maggie Michella/Bruno Andrade/Pedro Pedreira |
| Copywriter: | Jerome Toh |
| Agency Strategy Director: | Paul Gage |
| Production Company: | Sauce Universe, Bali |
| Production Managing Director: | Josh Patil |
| Director: | Xavier Mairesse |
| Executive Producer: | Jasmyn Asvat |
| Director of Photography: | Marc Aziz Ressang |
| Post-Production Company: | Sauce Universe, Bali |
| Post-Producer: | Romain Cailliez |
| VFX Company: | Sauce Universe |
| Editors: | Lorenzo Colugnati/Made Sumiartana/Makoto Amemiya |
| Color Company: | Sauce Universe, Bali |
| Colorist: | Albert Goo |
| Sound Design Company: | Sauce Universe, Bali |
| Sound Designer: | Antonio D'Ambrosio |
| Photography Studio: | Sauce Universe, Bali |
| Photographer: | Esther Sutanto |
Description:
Artotel Group, a Southeast-Asian luxury hotel chain known for its creative hospitality and love for art and culture, didn’t want to become part of the template.
So, we created a whole new tier called "Rockstar", in their existing loyalty program. It rewarded the most loyal guests with a complimentary stay, where they can do anything they want.
To reach Rockstar Status, guests needed to stay 120 nights within 6 months – a near impossible challenge that got everybody talking.
This resulted in: +387% website visits. +30% room bookings. 11,488 new members in two weeks.
It made perfect business sense too, since allocating a marketing budget for this loyalty program would have been much higher compared to renovating or fixing a destroyed room. Ultimately, the brand saw an ROI that exceeded projected costs. In short, Rockstar Status is a groundbreaking initiative that rewrites every rule of hospitality by taking a controversial concept and converting it into a unique guest experience unlike anything offered elsewhere.