|Brand||WEGO LOVE MOTEL|
|Product / Service||MOTEL|
|Category||B03. Consumer Services|
|Entrant||OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI|
|Entrant Company:||OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI|
|DM/Advertising Agency:||OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI|
|Jennifer Hu||Ogilvy&Mather Taiwan||Executive Creative Director|
|Jennifer Hu||Ogilvy&Mather Taiwan||Creative Director|
|Kenny Chian||Ogilvy&Mather Taiwan||Art Director|
|Jennifer Hu||Ogilvy&Mather Taiwan||Copywriter|
|Lisa Hsu||Ogilvy&Mather Taiwan||Copywriter|
|Chuang/Chiu Chi||Ogilvy&Mather Taiwan||Producer|
Wego is Taiwan's love motel industry leader, but the number of imitators has been growing. How can Wego's flagship store firmly establish its role as the innovator of the love motel industry?
As an innovator, it would be impossible to use the traditional media used by everyone else, so we did something completely unprecedented. We shot movies. Movies allow viewers to enjoy the storyline while not only seeing how the rooms are decorated, but also becoming familiar with Wego's unique products and services. Movie can also create an irreplaceable atmosphere.
We filmed three short films, each highlighting the special care and attention Wego puts into its service. The first film focused on a shower cap because Wego provides hair clips, a far more romantic option. Next was a film entitled "Soap". Since Wego provides unscented soap, a secret rendezvous will never be given away by the smell of skin. The trilogy was completed by a film featuring Wego's unique service. In order to preserve the privacy of guests, all room service is provided via a one-way hatch. we arranged one entire theater to be set aside for two evening premiere.
Since we announced the news - First motel to invest in movies. On the night of the premiere, attracting such an overwhelming crowd that part of the audience watched the entire film while standing. In less than two weeks, there were nearly 500,000 keyword searches related to 'Wego Mini Movies' and a legion of inquiries about how to get a copy of the film series. This idea resulted in the astonishing outcome of a persistently long line of cars in front of the motel every day. The only complaint from customers was that maid service needed to clean rooms faster.