| Title | BALI DISCOVERY CHALLENGE |
| Brand | CLUB MED |
| Product / Service | TRAVEL |
| Category | A07. Best Use of Digital Media, Including Social Media, Mobile Phones, PDAs etc. |
| Entrant | PROFERO Singapore, SINGAPORE |
| Entrant Company: | PROFERO Singapore, SINGAPORE |
| Advertising Agency: | PROFERO Singapore, SINGAPORE |
Credits | |
| Name | Company | Position |
|---|---|---|
| Andrew Griffin | Profero | Creative Director |
| John Ng | Profero | Producer |
| Jonathan Evans | Profero | Associate Creative Director |
| Alan Tan | Profero | Project Manager |
| Alfred Teng | Profero | Multimedia Developer |
| Loy Yoke How | Profero | Developer |
| Medeleine Ching | Profero | Digital Marketing Manager |
Over 400 photographs were produced for the photo library. The micro-site received over 45,000 page views and almost 33,000 unique votes within a period of 2 weeks – all without a single cent spent on online display advertising! The winner was revealed at a press event in Club Med Bali. Attended by 70 media members from all around Asia, including bloggers and web TV network, Club Med received 1 Million Euro worth of additional media exposure. The net result is a 15% increase in occupancy rate and a 121% increase in visitors to the pages on Club Med’s websites.
The creative solution was to create branded content in the vein of reality TV to show and tell the Club Med experience in context of the resort in Bali. The incentives for the winner – a paid photography assignment with Club Med worth US$10,000. Over 500 amateur, semi and professional photographers signed up during the qualifying round. We eventually picked 9 regional finalists who were were flown on an all-expenses paid return trip to Club Med Bali for the final Bali Discovery photography challenge. Hosted as a micro-site, fans were encouraged to vote their favourite photographers. Our finalists had to use every channel at their disposal to rally support, whether it was Facebook, Flickr, bulletin boards, forums, or just plain word of mouth. Besides voting for the photographers, anyone could become a fan and follow the progress of the challenge via the Club Med Bali Discovery Facebook fan page.
The challenge was to come up with an idea that works across different channels and leverages new media to reinvent and reposition Club Med Bali as a trendy holiday destination. Apart from wanting to build their photo library, Club Med wants as much PR exposure possible to drive sales. Club Med Bali appeals to the upper-middle/affluent segment – families, couples and singles alike - with over 70% of the customers from the APAC region. The average demographic profile of the audience would be 30+ of age, earning at least $60,000 p.a. and their affinity with Club Med lies in the all-inclusive experience. The insight lies in the fact people take lots of photos during their travels and share them online is various social networks. The opportunity to share photographs and experiences of Club Med Bali thus became the common thread that relates to both the client and our target audience.