MINI MOVIE

ClientWEGO LOVE MOTEL
ProductMOTELS
EntrantOGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI
Type of EntryUse of Media
CategoryA01. Best Use of Television/Cinema
TitleMINI MOVIE
Product/ServiceMOTELS
Entrant Company:OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI
Advertising Agency:OGILVY & MATHER TAIWAN Taipei, CHINESE TAIPEI

Credits

Results and Effectiveness

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.

Creative Execution

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.

Insights, Strategy and the Idea

We targeted females because if men generally decide to frequent a motel, women decide which one. Women look for love and care about more than just events within the bedroom, i.e. does he really care. So we use this insight to reflect how WeGo prioritizes the female motel experience when designing even the smallest details of its rooms and services. We crafted three love stories, “WeGo Mini Films”, that dramatized our insights and showcased the women-friendly motels. In Chinese, “mini film” means either a movie under 60 minutes or an adult film. The clever double entendre clearly conveyed our storytelling intention and piqued consumer curiosity. To maximize buzz, we arranged a one-night screening at Taipei's premiere cineplex for opinion leaders such as editors and bloggers. We then posted the films on V-blog, MSN and I'm TV, utilizing online media to entice consumers to enjoy the films in private.

Credits

Name Company Position
Jennifer Hu Ogilvy & Mather Taiwan Executive Creative Director
Jennifer Hu Ogilvy & Mather Taiwan Creative Director
Jennifer Hu Ogilvy & Mather Taiwan Copywriter
Lisa Hsu Ogilvy & Mather Taiwan Copywriter
Kenny Chian Ogilvy & Mather Taiwan Art Direction
Masami Kamiyama Dierctor
Lo/Ging Zim Director
Chen/Hung I Director