The Campaign

Working with The Vagabond Club – A Tribute Portfolio Hotel – we attempted to untangle the brewing political tension by issuing an open invitation to the North Korean Supreme Commander “Mr. Kim”, offering to host him in our most luxurious suite at no cost. We created a simple walkthrough video, showcasing our hotel amenities that could perfectly accommodate our Supreme Commander during the 2018 Summit. The video was launched on the Vagabond Club official’s website and social media channels to spark the conversation and raise awareness to the hotel.

Execution

We created a simple walkthrough video, showcasing every hotel amenity to perfectly accommodate the North Korean Supreme Commander during the 2018 Summit. By launching the video on the Vagabond Club official’s website and social media channels, we sparked on the conversation and raised awareness to the Vagabond Club. In less than 24 hours, we managed to suggest a solution detangled the political tension by issuing an open invitation to the North Korean Supreme Commander.

- The video topped over 1500% more views, interactions and shares than any social media content ever created for the Vagabond Club with zero media investment. - Reached 115,000 people online within 48 hours. - $150,000 of earned media impressions. - Hotel increased bookings by 20% over the 3 days of the summit. - With a budget of just $2000. - Although the hotel wasn’t eventually selected by the North Korean leader, from now on the entire world knows that our doors will be always opened to the Supreme Commander and to whoever comes to Singapore.

The Situation

The 2018 Summit was a huge opportunity for almost every brand in the world to show up. But in our case, we were really facing a very delicate political situation. Working with The Vagabond Club – A Tribute Portfolio Hotel – we attempted to diffuse the brewing political tension by issuing an open invitation to the North Korean Supreme Commander “Mr. Kim”, offering to host him in our most luxurious suite at no cost. By creating a simple walkthrough video, showcasing our hotel amenities we manage to raise awareness to the hotel with zero media investment.

The Strategy

The 2018 Summit’s political situation was the perfect hook for us to raise awareness to our cheeky and cool hotel. We didn’t want it to be just another walkthrough video. To make sure the invitation was particularly relevant for a very special guest, we did a profound amount of research on the web to unearth enough interesting facts about the North Korean Supreme Commander. From his appreciation for whiskey to his love for art—even his favourite type of cheese – Emmental – was featured on the film to make ‘Mr. Kim’ feel at home even more than 3,000 miles away from his hometown.