Cannes Lions

In Da Hostel with 50 Cent

LUCKY GENERALS, London / HOSTELWORLD / 2017

Film
Film

Overview

Entries

Credits

Overview

Description

In Hostelworld’s key markets hostels are seen as downmarket – dirty, noisy and lacking in privacy. But actually modern hostels are lovely. That’s what we had to show people.

50 Cent is famous around the world for his taste for luxury. His episode of MTV’s ‘Cribs’ was the highest rated of all time.

And at the time the film was released 50 Cent (AKA ‘Fiddy’) has just declared himself bankrupt – so there was a topical cultural reason why he would need luxury on a budget.

Execution

To challenge peoples assumptions of hostels being cheap not cheerful we decided to use a world famous star, 50 Cent, who had been struggling with his finances to prove you don't have to break the bank to holiday in style.

Outcome

‘In da hostel with 50 Cent’ generated 463 pieces of coverage in 23 markets with a combined media circulation of 1.16 Billion. The film was viewed 22.4 million times and generated 1.5M social interactions.

As a result Hostelworld received almost a million clicks through to the dedicated landing page where they showcased all the great features that modern hostels offer.

Best of all, the film changed perceptions of hostels. 69% of 16-34 year olds interviewed said that the Fiddy video made them more likely to use Hostelworld in the near future (Source: Research Now Brand Tracker).

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