Why is this work relevant for Brand Experience & Activation?

The sweeping COVID-19 has a serious impact on the hotel industry, leaving most rooms unoccupied for long. Meanwhile, the revenues experienced dramatic drops. With hotels suffering enormous losses caused by the pandemic, we face the great challenge to solve the industry crisis and update the intimate relationship between humans and between humans and space. By virtue of the power contained in arts and humanities, we invite artists to customize our rooms, so that consumers can rent rooms with commercial arts. In this way, we invented a fresh way to run hotels, where art commercialization is enabled in creative scenes.

Background

In 30 days, an advertisement agency named Wild Dog transformed a hotel in downtown Shanghai, the magic metropolis, invited artists to customize rooms and provided consumers with commercialized art rooms where both the business mode of hotels and art commercialization turn to a new chapter. 30 days of exhibition, 9 types of art rooms, 10 artists participating, 19 interactive scenes and 7 themed activities, all for Gather Sometime.

Describe the creative idea (20% of vote)

With a downtown art hotel wholly booked for one month, a livable commercial art exhibit is created. 9 types of art rooms and 10 influencer from different art fields: An art-themed exhibit is created in rooms which serve as a neverland for exhibits. 7 themed activities: Creators are invited to gather here to celebrate the events together, where brands, comics, jewelry, music and other themes will be focused for them to make a joint starry sky. Where creatives gather, where Wild Island is. 19 interactive scenes: Wild Island IP is fully integrated into the hotel, with its facade, hall, rooms and rooftop transformed throughout, where every islander can enjoy an immersive exhibit. 10 influential artists: Through joint creation, artist in various fields such as design, calligraphy, music, game, comics and sci-tech art are invited to engage with their works, so as to build intimate relationship between art and each creator.

Describe the strategy (20% of vote)

The sweeping COVID-19 has a serious impact on the hotel industry, leaving most rooms unoccupied for long. Meanwhile, the revenues experienced dramatic drops. With hotels suffering enormous losses caused by the pandemic, we face the great challenge to solve the industry crisis and update the intimate relationship between humans and between humans and space. By virtue of the power contained in arts and humanities, we invite artists to customize our rooms, so that consumers can rent rooms with commercial arts. In this way, we invented a fresh way to run hotels, where art commercialization is enabled in creative scenes.

Describe the execution (30% of vote)

In 30 days, an advertisement agency named Wild Dog transformed a hotel in downtown Shanghai, the magic metropolis, invited artists to customize rooms and provided consumers with commercialized art rooms where both the business mode of hotels and art commercialization turn to a new chapter. 30 days of exhibition, 9 types of art rooms, 10 artists participating, 19 interactive scenes and 7 themed activities, all for Gather Sometime.

List the results (30% of vote)

15000 visitors altogether Overall exposure of over 10 million Headlines of more than 20 media UGC exposure of over 50,000 Room reservation rate increased by 88% Room occupation rate increased by 80% Sales volume increased by 78% 10 events followed