Accor has just launched its first campaign in partnership with AlmapBBDO to promote the Novotel brand and its concept of balancing leisure and business travel. With the motto “Your Time, Your Way”, the films reinforce the package of services and spaces offered by Novotel hotels.
The idea is enhanced with an email dynamic, which plays on the ‘envy’ of those on vacation and brings a promotional action that offers discounts on the network for those who want to take advantage of their time, whether at leisure or even at work.
The communication plan includes two 30” films (and respective reductions of 15″ and 6″) that will be shown in Brazil, Mexico, Colombia, Argentina, Chile and Peru, and present experiences with a balance between leisure and work.
The first video, which was released online and offline, features a father who jumps from meeting to meeting in the coworking spaces offered by Novotel, but who can also jump into the pool with his son. The second video shows the character wearing his work shirt in one of Novotel’s conference rooms, but then putting on his bathrobe to relax in the chain’s incredible spas.
“Is Novotel a hotel where you go for work and extend your stay for the weekend, or a place where you go for leisure and discover that it is perfect for work? This is the duality that we focused our campaign on,” says Fernando Duarte, executive creative director at AlmapBBDO.
The Best Holiday Email Ever
As one of the main points of the campaign strategy, the chain will promote an activation to attract the corporate public. Remember that automatic email we receive when a coworker is on vacation? Why not use this channel as an advertising opportunity for the Novotel brand and also offer a super discount on the chain’s hotels? That’s exactly what the Accor and AlmapBBDO teams thought of when creating the “Best Vacation Email Ever” campaign.
When those impacted by the call take their vacation for an extended period, they can access Novotel’s ‘Best Vacation Email Ever’ landing page to register their corporate email and generate a personalized automatic text to configure their temporary absence notice, inviting whoever receives this message to also enjoy this moment of balance between leisure and work.
The new feature is that this text will include a link for a 20% discount on accommodations at hotels in the chain. Everyone will receive the discount and will be able to experience the strategy created by the brand in practice – thus highlighting that with Novotel, balance is the key to success. The campaign will be publicized on social media and digital media to gain reach and impact in the corporate world.
Fernanda Zupo, Executive Marketing Manager for Accor Americas, Premium, Midscale & Economy Division, comments on the campaign launch. “We are very excited about the launch of the Novotel campaign. We want to reinforce the full-service experience that the brand offers to customers, providing experiences that cater to both leisure and business travel. This is the first brand campaign that Accor has launched in partnership with AlmapBBDO, and we are optimistic about the results not only in Brazil, but in the Americas region.”
TECHNICAL SHEET
Creation: AlmapBBDO
Advertiser: Accor Brazil SA Hotel Industry | Novotel
Title: Novotel. Your Time, Your Way.
Product: Institutional
President & CEO: Philip Bartholomew
Cco: Luiz Sanches, Ham.
Executive Creative Director: Fernando Duarte, Henrique Del Lama.
Creative Director: Iron Brito.
Almapbbdo Creation: Ingryd Cruz, Pedro Ximenes
Service: Renata Carvalho, Warley Vieira, Fernanda Tognozzi, Rafael Mattos, Gabrielle Fontes and Luana Moraes.
Planning: David Gross, Iago Moura, Daniele Novaes, Camila Sepulveda.
Almap Content: William Loiola, Deise Esteves, Giovanna Dourado.
Accor Content: William Correia.
Media: Andrew Carvalho, Samara Queiroz, Gabriel Henrique Pereira, Maria Eduarda Yussef.
Media Performance: Danielle Farhat, Analu Milek, Daniel Meneses, Patrick Demarchi, Bruna Tavares, Gabriel Noçais, Thaynan Tavares, Natalia Lima, Francisco Farias, Vitoria Mendes, Caio Cardoso.
Data: Bruno Miracco, Diego Alves, Wesley Paranhos, Kelly Gardini, Ariel Aguiar.
Social Insights: Gustavo Arakawa, Victor Ilan.
Audiovisual Production: Diego Villas Boas, Juliana Henriques, Jin Park.
Image Producer: Modernista Creative Producers
Scene Direction: Gonzo Llorente
Executive Production: Marcelo Monteiro and Alexandre Lucas
Service: Iara Demartini, Nicole Bonnet and Isabela Fakelmann
Creative Direction: Andre Inácio And Alexandre Lucas
Search: Bruna Dutra and Giorgio Bruno
Assistant director: Rachel Reis
2nd Assistant Director: Andrea Campos
Cinematography: Cairo Lenz
Camera Assistant: Marcelo Ostrovski Bevilacqua
2nd Camera Assistant: Gabriela Bortolon
Logger: Allan Almeida
Video Assist: Laurie Braatz
Production Coordination: Pedro Gomes, Thais Girotto and Monica Silva
Production Direction: Gilberto Tarcizo Pereira
Production: Ana Paula Rodrigues Ribeiro, Antonio Marcos Melo De Souza and Fernando Pontes Barbosa
Set Assistant: Thiago Massayoshi Anzai, Helio Meggiato, Luiz Eduardo De Queiroz Bretas and Neiva Aparecida Silva Fabricio
Casting Production: Alice Wolferson and Neto Avena
Art Direction: Debora Guaraldo Pascotto
Art Assistant: Ana Medina
Production of Objects: Camila De Camargo Souza
Counter-regulation:John Francis Ribeiro Da Silva (Chiquinho)
Costume Designer: Cocoa and Anuran
Make: Clara Cardoso Perazzo
Electrical: Diogo Costa Carvalheiro
Post-Graduate Coordination: Nathalie Rueda
Coordination Assistant: Gabriel Carneiro
Assembly: Patricia Junqueira, AMC
Colorgrading: Acauan Pastore
Motion E Vfx: Magoo
Finalization: Ivan Lemos and Tiago Ferracini
Post-production: Synapse
Sound Producer: Raw Audio
Music Production: Fernando Forni, Ricardo Pinda and Rogerinho Pereira
Musical Direction: Hilton Raw
Sound Design and Mixing: Enrico Maccio and Philip Braunstein
Service: Carol Peternelli
Coordination: Roberio Barbosa
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