SUMMARY
To strive in the ever-competitive hospitality market, Hotel Royal Chiaohsi saw white collar workers aged 30-40 as an opportunity to boost growth. Aiming to generate first-time hotel visits among the target age range, the primary challenge is to remove the price threshold perceived by this target demographic through resolving their inner conflict – that a mature grown-up should not spend such a grand amount of money for pure relaxation. With 18 cheeky but thought-provoking copies, the campaign aims to flip the mindset towards adulthood by telling them – ‘self-indulgence is the best part about being a grown-up’.
To kick off, a massive embroidered advertisement with copies sewn on the fabric took place in a commuter hub station, and was further extended as an interactive campaign site with virtual embroideries, as well as a themed hotel room.
The witty lines have struck a chord with Taiwanese by successfully driving new visits and widespread attention from our target demographic.
