London International Awards
2022 Winners and Finalists
Regional Network of the Year: Asia
Ogilvy
Bronze
Transformative Business Impact
Customer Experience
Entrant: | Ogilvy, Singapore |
Brand: | ARTOTEL Group |
Title: | "Gamer Asylum" |
Corporate Name of Client: | ARTOTEL Group |
Client President: | Erastus Radjimin |
Agency: | Ogilvy, Singapore |
Chief Creative Officer: | Nicolas Courant |
Creative Directors: | Gui Camargos/Jaz Lee |
Associate Creative Director: | Bruno Andrade |
Copywriter: | Toan Mai |
Senior Art Director: | Maggie Michella |
Agency Social Media Director: | Anggie Aprillia |
Production Company: | BALIPROD, Bali |
Editor: | Koon Lim |
Written Brief:
But when the pandemic hit and destroyed many businesses and industries, the tourism sector got hit the hardest with reports showing that tourism arrivals fell by over 65% globally.
Even when borders opened up, the fear of traveling coupled with the strict restrictions outweighed the usual reasons to travel. So, as a business that’s heavily reliant on tourism, our hotels needed to find new sources of revenue to stay afloat.
The brief was clear: We needed to reinvent our service and create a new experience that would give travelers new reasons to stay in our hotels again. - IDEA: In 2021, China imposed a gaming ban that saw 532 million Chinese gamers lose their right to play for more than 3 hours a week.
What was bad news for another country became the best of news for our struggling hotel business. From a trending problem, we created an entirely new travel experience. For the first time ever, we created the Gamer Asylum – where we equipped every room across all 156 of our hotels with state-of-the-art gaming equipment, from computers and headsets to the latest trending games, along with high-speed internet for gamers to play with no restrictions.
A bold idea from a hotel chain that capitalised on an opportunity to expand our target audience from our usual base of travelers to the 532 million gamers in China.