Campaign details
Brand: MoxyBrand owner: Marriott InternationalEntrant company: Qumin - United KingdomMarket: Greater ChinaSector: Transport & tourismMedia channels: Events & experiential, Livestreaming, Online video, Outdoor, Out-of-home, Word of mouth, Influencers, KOLsBudget: Up to 500k
Executive summary
Tasked with launching a new youth brand hotel in Shanghai, we set out to achieve a world first, “The Blank Canvas Hotel”.
For the first time in history, China’s youth feel emboldened to shake off the shackles of social pressure to “settle”, so we positioned Moxy as the home for the...