Why is this work relevant for Direct?

In April-May 2021, India was struck with the second wave of COVID 19. There was a dire need to build capacity and support the healthcare system with existing infrastructure. Extending its support to India’s healthcare system and in interest of the general public, OYO transformed itself to OYO Care. We rolled out a feature on the OYO app, wherein users could book their quarantine stay. Alongside turning our properties into isolation centres, we supplied oxygen cylinders and raised funds.

Background

OYO believes that everyone should evolve in their life. In relationships, in careers, in peace of mind, in time well spent. With over 19,000+ hotels and homes across India, OYO enables people to step out whenever, wherever, for whatever reason. In April-May 2021, India was struck with the second wave of COVID 19 — a calamity so severe that we lost close to 150K people. Stretched to the breaking point of the healthcare system, the shortage of material and infrastructure caused deaths that could have been avoided. People struggled for oxygen supplies, medication, even to find a place to be sick in isolation. To help our community continue in their evolution, OYO also had to evolve.

Describe the creative idea (30% of vote)

From a brand helping people to step out, we became one that enabled them to stay indoors. OYO evolved from helping people step out to an OYO which helped people stay safe in isolation. We became what our customers needed us to be — OYO hotels transformed into OYO Care.

Describe the strategy (20% of vote)

The nation needed action, not words. We wanted to tell people we care. So to announce this initiative, we needed an ad that went beyond saying just a few words of sympathy. We took space on the masthead of the nation's leading newspaper. But the ad did not read yet another piece of advice. Did not ask readers for anything. We released ads that could really be of use, rather than the usual noise.

Describe the execution (20% of vote)

OYO hotels transformed to OYO Care. And to announce this initiative, instead of writing yet another ‘we care’ ad we put out ads that people could really use. An ad with a tracker to record SpO2 levels, an ad to record their Temperature and one to check their lung capacity. We transformed a simple piece of paper into the perfect DIY kit for an isolating individuals to be able to take care of themselves.

List the results (30% of vote)

Over 8,000 people tweeted using the ad as their health tracker. In addition to this, under the OYO Care initiative, OYO was able to supply 1500 cylinders, raise $300K and provide free isolation facilities to 300,000 patients.