Brief
An open letter to meet again
Since May 2020, the pandemic restriction in Singapore has been going through ups and downs. Upon achieving high vaccination rate, Singapore Tourism Board welcomed its first international live performance, LA CLIQUE, to commence in June 2021 (later delayed to October due to pandemic development).
LA CLIQUE is known for its small stage, immersive circus performance, cabaret, comedy and music, only open for adult audiences. As the official partner of La Clique, Marriott Bonvoy offer its member exclusive access to the event, while also taking this opportunity to invite the public to participate in this exciting event.
Though the hospitality industry took a big hit during the pandemic, Marriott Bonvoy has been doing a consistent communication to stay on top of mind, may it be ensuring their guests on the hygiene level or running awareness content.
With the circuit breaker in singapore, social distancing and restriction brought us a lot of challenges to bring this campaign to live.
Watch the video with passcode “i12c”.
Process
The idea behind the Marriott Bonvoy X La Clique is smart and clear, we have stretched the bucks, and killed many birds with the content produced.
Combining the Marriott’s brand exposure, La Clique’s performers, and activation idea all into 1 video – You Are Invited. The result is a fresh, fun, and exciting video campaign that garnered a lot of eyeballs and engagement during this challenged period.
The Effort
OVERALL STRATEGY of the campaign is to create an engaging video that is also the contest itself to raise awareness about the brands’ partnership. To achieve higher completion rate, we cleverly integrated the gaming mechanism throughout the video, one had to watch the whole video in order to find the correct answer to participate in the social contest. The prizes are 2 pairs of tickets to the performance, which means a lot to many as public event had been prohibited for a long time.
CREATIVE – The film is about how an invitation card to the La Clique show arrived at a hotel guest’s hand, passing through different hotel associates, who are the La Clique performers in disguise. You Are Invited is a film that is simple,
Project Manager – Milina Magnus / Amanda Ong
Creative & Art Direction – Darren
Storyboarding – Darren
Post Editing – Darren
Production Team – Gorilla Tight Media
Director/DOP – Hafiz
Asst. Director– Wendy
Master Gaffer – Dieu
BTS – Derek
