Accorhotels has won the Social Butterfly Award for a video campaign launched in Thailand to create local awareness of its brand.
The WITovation Awards recognise excellence in digital marketing and customer experience, and were presented at the WIT Conference in Singapore which took place on 20 and 21 October. Approximately 550 participants from over 33 countries attended the annual conference.
Judges said the accorhotels.com campaign was a “tear jerking sharable concept – neatly tied in to the benefits of a direct booking experience”. It was also described as “unusual and refreshing”, and “a powerful concept, well executed and amplified across multiple social channels”. The clip tells the story of a sick girl whose dream is to travel, so her father realises her dream by “flying” to places of interest and making a promise to take her there when she recovers.
Since 14 September 2015, the campaign has achieved tremendous feedback and engagement across all social media channels. On YouTube it amassed 1,123,649 views and more than 132,930 engagements. In the first week of the campaign launch there was a 60% increase in Thai traffic on the group’s website.
“We are very pleased to win this award which recognises our efforts in building brand awareness on AccorHotels.com. Since its inception, the campaign has been viewed over a million times by many people around the world and we have received many positive feedbacks from our viewers which further encourages us to enhance and deliver our brand’s service experience online,” said Emilie Couton, Vice President, Digital Marketing Asia Pacific of AccorHotels.
The winners were chosen by a panel of judges that evaluated factors such as the message, creativity, and connection with customers.