Cannes Lions

HOTELS

EL SENOR GOLDWIND, Madrid / NH HOTELS / 2008

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

Part of our clients global strategy was to demolish older hotels and redecorate them using a much more modern style according to the new style of the brand. How could we take an advantage of this?Our consumer is normally a young executive (man or female), young parents visiting a city and professionals of different sectors.What do all they have in common? Stress.

Why not use the negative energy caused by the stress and do something positive with it? We thought that by giving our most stressed consumers the chance to demolish the old hotels could be good for them. Less stress and less demolition costs for NH hotels!!We advertised our first roomolition experience (deroombing) in the main newspapers using the employment classified section. Over one thousand CVs were received in one week to access our stress test. The final winners, the most stressed-out, won a free hotel night.

Outcome

Investment on the event added up to 130.000 euros which generated 1.400.000 euros in ROI and 17,930,000 contacts in Spain in the week following the event (AG analysis). We estimated we obtained about 1.000.000 euros in ROI in Europe, the US and Mexico. More than 210,000 "deroombing" references on Google, dozens in Youtube.

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