The iconic French rugby legend Sébastien Chabal appears alongside his alternative self in a series of comic online films spearheading Marriott Bonvoy’s Hong Kong Sevens activation.
The tournament’s official hotel partner teamed up with agency Ogilvy Hong Kong to create a set of online spots (and an ambassador on-pitch appearance) that celebrate the diversity of the tournament and its eclectic sense of fun in order to promote its new loyalty scheme.
The campaign promoted Marriott Bonvoy, Marriott International’s recently unveiled travel program which has replaced the previous Marriott Rewards, Ritz-Carlton Rewards and Starwood Preferred Guest loyalty programmes.
The 2019 Hong Kong Sevens, the city’s biggest sporting event, took place between 5 – 7 April and the hotel brand’s campaign rolled out through the weekend and was led with a launch video revolving around the idea that not everyone loves the HK Sevens quite as much as Chabal and that Marriott Bonvoy takes care of all preferences by provided something for everyone.
The initial spot was followed by a bizarre ‘stadium anthem’ music video featuring Chabal singing the Proclaimers rugby anthem ‘I would walk 500 Miles’ (which was played on the stadium’s big screen after the Opening Ceremony as part of the kick off programme).
To further highlight the fact that whatever you’re into, Marriott Bonvoy caters caters to both locals and travellers throughout the HK Rugby Sevens tournament: through enriching experiences such as the Festival Concert with global icon Gwen Stefani.
The idea behind all the creative is that it appeals both to Rugby Sevens fans and those who would rather do something else – such as escape Hong Kong and head for a relaxing weekend on a beach in Fiji.
Indeed, all the creative pieces include the copy ‘Whether you’re into rugby or not, we have something for everyone’ and aim to drive viewers to find out further information about the new loyalty programme online at http://bit.ly/2HPXI4c.
“With the unveiling of Marriott Bonvoy earlier this year, we are committed to elevating the member experience and giving our members more ways to redeem their points for the experiences they are most passionate about,” said Asia Pacific at Marriott International Chief Sales and Marketing Officer Peggy Fang Roe.
“The thrilling Marriott Bonvoy Moments are designed to provide members more access to local experiences, the ability to share rewards with their friends and families and to fuel their interests and passion points.”
“Last year’s campaign featuring Sébastien Chabal really struck a chord with the audience in Hong Kong and beyond. It was recently voted “Best HK Rugby Sevens Ad of All Time”, so we’re hoping to repeat this remarkable success for Marriott Bonvoy at this year’s Sevens, and get everyone singing, dancing, and talking about the launch of the world’s biggest travel programme,” commented Ogilvy Hong Kong Chief Creative Officer Reed Collins.
“We really love the work, , and we’ve had a blast working with the whole client team during this process.”
Comment:
A fairly bizarre and eclectic bit of creative fun that reflects the event itself.
After all, pretty much everyone dresses up in some crazy costume to attend the tournament.
This is the fourth year of Marriott International’s official sponsorship of the Cathay Pacific/HSBC Hong Kong Sevens and Hong Kong Sevens Festival: one of the totemic and iconic tournaments on World Rugby’s HSBC International Sevens calendar.
It’s been a good year for notable Hong Kong Sevens sponsor creative: other interesting and inventive partner campaigns include HSBC’s local business based robot rugby ball initiative (see case study) and Cathay Pacific’s local tradition led ‘Nobody Does It Better’ (see case study).
Links:
Marriott Bonvoy
https://meetmarriottbonvoy.marriott.com/
https://twitter.com/marriottbonvoy
https://www.instagram.com/marriottbonvoy/
https://www.facebook.com/marriottbonvoy
https://www.youtube.com/channel/UCGxLo6j8NPyE60hgdZ67j9A
Ogilvy Hong Kong
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