| Title | FILL THE FLOOR |
| Brand | HOTELS.COM |
| Product / Service | HOTELS.COM |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | PHD APAC Singapore, SINGAPORE |
| Entrant Company: | PHD APAC Singapore, SINGAPORE |
| Media Agency: | PHD APAC Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Marie Gruy | Phd Network | Business Director |
| Miya Wu | Phd Network | Channel Planning Coordinator |
| Cheryl Goh | Phd Network | Channel Planning Coordinator |
1. Entries for the competition tripled in this three days event, which indicated increase in participation and actions by target audiences. 2. The total number of people interacting with the site increased by 370% on the first day of the event alone, which indicated high effectiveness and impact we achieved. 3. Facebook likes for the promotion page went up by 117% during the campaign period, which indicated the success in brand awareness and engagement.
We leveraged the insight of free giveaways by launching an on ground event offering free Balinese massages as rewards to those who signed up and sent ‘Fill in the Floor’ invites to 9 friends. The massages also related to the activation destination. The activation was hosted on Hotels.com Facebook page rather than Hotels.com’s website. Raffles Place was the chosen location, the center of Singapore’s economic activity, where PMEBs congregate and lunch. The lunchtime slot ensured traditionally hard to reach PMEBs had the time and incentive to stop and participate. We provided laptops linked directly to the Facebook Fill the Floor page for immediate sign-up. Further traffic was driven by an MC and branded posterwalkers circulating the area, giving away free postcards – again tying in to the holiday them and providing a live call-to-action. Postcards were given away at NATAS Travel Fair, to further promote the event.
Hotels.com wanted to launch an engaging activation targeting PMEBs, creating buzz and driving registration figures for their social networking competition, ‘Fill the Floor’. The grand prize was a $20,000 Bali holiday for the winner and 19 friends. However the call to action was only found on the website, without any additional traffic drivers, limiting the target audience to just visitors of Hotels.com. Additionally, we had to get PMEBs excited about ‘Fill the Floor’, when many had not even heard of hotels.com let alone visited the website. To drive target activation participation and engagement, we needed to: 1. Interact with them in an engaging manner 2. Boost the number of sign ups and actions 3. Reach out to them with minimal budget and high impact The insight was that Singaporeans love free giveaways so we needed an on ground event driven by related free giveaways to drive conversation and traffic.