Accor
Elevating Awareness, Exchanging Currency
A marketing campaign that turned loose change into real change
Reversing the trend
Accor is a leading global hospitality group operating in 5,600 hotels and over 10,000 restaurants and bars in more than 110 countries.
The company has a loyalty program and booking platform called ALL that offers rewards to customers and enhances guest experiences.
However, ALL.com faced a significant challenge with low brand awareness that was steadily declining.
As a result, hotel occupancy, bookings and revenue were underperforming against business KPIs.
Our task was to reverse this trend by creating a fame-driving activation that would build understanding and awareness of the brand.
Through research we uncovered that Australia and New Zealand are sitting on over $6 billion in leftover foreign currency.
This insight led us to a campaign that involved a traveling currency exchange booth that gave people the possibility of converting their unused currency into holiday prizes. The activation popped up in major cities across Australia and New Zealand, giving people the chance to not only win prizes but also make a difference, with all currency being donated to charity.
​The campaign’s ecosystem engaged consumers both online and offline from teasers to launch and follow-ups, including social media, eDMs, members’ benefits, acquisition sign-ups,​ and end-of-year sale access.​
Boosting brand<br>awareness
Project highlights
Challenge
Increasing visibility
ALL.com struggled with declining brand awareness, leading to underperformance in hotel occupancy, bookings and revenue against business KPIs.
Solution
Foreign notes to noted brand
A campaign featuring a traveling currency exchange booth was launched, allowing people to convert unused foreign currency into holiday prizes, with all proceeds donated to charity.
Outcome
Engaging customers
The campaign engaged consumers both online and offline, boosting brand awareness and understanding through various channels, including social media, email marketing and member benefits.
People could win holiday prizes and concert tickets.
People could win holiday prizes and concert tickets.
Foreign currency was donated to charity.
Change for good
The campaign successfully reversed the declining trend in brand awareness for ALL.com. By converting leftover foreign currency into holiday prizes and donating all exchanged money to charity, the activation not only engaged consumers but also made a positive impact. The traveling currency exchange booth in major cities across Australia and New Zealand generated significant buzz, with 10 influencers contributing to 249,218 impressions and achieving a 3% engagement rate.
With over 1,600 currency exchanges and more than $200k in holiday prizes given away, this fame-driving activation effectively built understanding and awareness of the brand, leading to improved hotel occupancy, bookings and revenue.
Achieved a PR reach of over 25 million
