The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Experiential / Brand Installations
Annual ID
OS23_DM069M
About the Work
When the pandemic hit and destroyed many industries, tourism got hit the hardest. So, as a business that’s heavily reliant on tourism, we needed to reinvent our service and create a new experience that would give travellers new reasons to stay in our hotel again. And that new reason came when China imposed a gaming ban that saw 532 million Chinese gamers lose their right to play games for more than 3 hours a week. Riding on that, we created the Gamer Asylum – equipping every room with the latest gaming equipment so gamers could play with no restrictions.
ARTOTEL Group is one of Southeast Asia’s largest hotel chains with more than 156 hotels in Southeast Asia: Since its inception, ARTOTEL has always been an advocate of creative hospitality, personalising the hotel experience according to the local arts and culture wherever they operate. But when the pandemic hit and destroyed many businesses and industries, the tourism sector got hit the hardest with reports showing that tourism arrivals fell by over 65% globally. Even when borders opened up, the fear of travelling coupled with the strict restrictions outweighed the usual reasons to travel. So, as a business that’s heavily reliant on tourism, our hotels needed to find new sources of revenue to stay afloat. The brief was clear: We needed to reinvent our service and create a new experience that would give travellers new reasons to stay in our hotels again.
In 2021, China imposed a gaming ban that saw 532 million Chinese gamers lose their right to play for more than 3 hours a week. What was bad news for another country became the best of news for our struggling hotel business. From a trending problem, we created an entirely new travel experience. For the first time ever, we created the Gamer Asylum – where we equipped every room across all 156 of our hotels with state-of-the-art gaming equipments, from computers and headsets to the latest trending games, along with high-speed internet for gamers to play with no restrictions. A bold idea from a hotel chain that capitalised on an opportunity to expand our target audience from our usual base of travellers.
ARTOTEL Group is one of Southeast Asia’s largest hotel chains with more than 156 hotels in Southeast Asia: Since its inception, ARTOTEL has always been an advocate of creative hospitality, personalising the hotel experience according to the local arts and culture wherever they operate. But when the pandemic hit and destroyed many businesses and industries, the tourism sector got hit the hardest with reports showing that tourism arrivals fell by over 65% globally. Even when borders opened up, the fear of travelling coupled with the strict restrictions outweighed the usual reasons to travel. So, as a business that’s heavily reliant on tourism, our hotels needed to find new sources of revenue to stay afloat. The brief was clear: We needed to reinvent our service and create a new experience that would give travellers new reasons to stay in our hotels again.
In 2021, China imposed a gaming ban that saw 532 million Chinese gamers lose their right to play for more than 3 hours a week. What was bad news for another country became the best of news for our struggling hotel business. From a trending problem, we created an entirely new travel experience. For the first time ever, we created the Gamer Asylum – where we equipped every room across all 156 of our hotels with state-of-the-art gaming equipments, from computers and headsets to the latest trending games, along with high-speed internet for gamers to play with no restrictions. A bold idea from a hotel chain that capitalised on an opportunity to expand our target audience from our usual base of travellers.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy / Singapore
Client / Brand
ARTOTEL Group / Jakarta
Production Company
BALIPROD / Bali
Art Director
Bruno Andrade
Maggie Michella
Copywriter
Toan Tran
Chief Creative Officer
Nicolas Courant
Creative Director
Gui Camargos
Jaz Lee
Director
Anggie Aprillia
Editor
Koon Lim
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