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
Events / In-Person
Annual ID
OS23_EX035M
About the Work
Before the pandemic, ARTOTEL’s guests were made up of traditional travelers. But when borders opened up after the pandemic, they weren’t booking our hotel rooms anymore regardless of the many promotions we offered. So, we needed to look beyond our traditional base of customers to acquire new ones. And we started by creating an entirely new travel experience. In lieu of the recent gaming ban in China that saw over 532 million gamers lose their right to play for more than 3 hours a week, we saw an opportunity to turn a trending problem into a travel trend, directly transforming millions of these gamers into our potential new customers. So, we created the Gamer Asylum – where we equipped every room across all 156 of our hotels with the latest gaming equipments, from computers and headsets to trending games, along with high-speed internet for gamers to play with no restrictions.
While other businesses succumbed to the effects of the pandemic, ARTOTEL Group saw a significant increase in business. Through this campaign, we saw 535% increase in Chinese visitors and 59.7% increase in bookings – all in the middle of a tourism crisis. From one of the biggest hotel chains in Southeast Asia, ARTOTEL Group became one of the most talked about hotels globally, garnering organic coverage from the world’s trendiest media outlets: Hypebeast, Fortune and Mashable. The tourism minister of Indonesia coined Gamer Asylum as a ‘genius and brilliant idea’ in response to the tourism crisis. While Gamer Asylum was intended for gamers in China, the campaign saw a significant boost in site visits from all corners of the globe. Though our short-term results were incredible, ARTOTEL Group saw a long-term change in our brand image, transforming ARTOTEL into one of the most innovative and creative hotels in the world.
While other businesses succumbed to the effects of the pandemic, ARTOTEL Group saw a significant increase in business. Through this campaign, we saw 535% increase in Chinese visitors and 59.7% increase in bookings – all in the middle of a tourism crisis. From one of the biggest hotel chains in Southeast Asia, ARTOTEL Group became one of the most talked about hotels globally, garnering organic coverage from the world’s trendiest media outlets: Hypebeast, Fortune and Mashable. The tourism minister of Indonesia coined Gamer Asylum as a ‘genius and brilliant idea’ in response to the tourism crisis. While Gamer Asylum was intended for gamers in China, the campaign saw a significant boost in site visits from all corners of the globe. Though our short-term results were incredible, ARTOTEL Group saw a long-term change in our brand image, transforming ARTOTEL into one of the most innovative and creative hotels in the world.
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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