Promote a new Aparthotel to an un-tapped creative audience
How do you promote a serviced apartment to a creative audience? We were sure the fit is perfect - but do they know anything about them? Or even know the concept exists?
To increase brand awareness for SACO (Serviced Apartment Company), we needed to position the serviced apartment as a smart alternative to a standard hotel stay. Our brief was to do something different and stand out to target the untapped key B2B market sectors. Our strategy was to take a guerilla approach and show the target audience something away from the norm.
The creative idea and the fun bit - have you ever drawn on a banana with a biro? Wow, it’s so satisfying. You’ll love it. A bit like staying at a SACO apartment.
Ever tried tattooing?
The concept: Try tattooing a banana - we’re convinced you’ll love it…Now try a SACO apartment - we’re convinced you’ll love it too! We launched a social competition that involved posting your creations on Instagram #bananatatt, for a chance to win a weekend in Amsterdam. Kicking off with handing out Bananas and pens at key London stations – and it took off.
Next, target those creative types with some brain food. A crate of bananas was delivered to Design, Film, TV, Music and Digital companies in key parts of London, including Shoreditch, baiting them to enter the competition.
Another great result. Two major corporate accounts worth hundreds of room nights were signed within the first month as a direct result of the campaign.
Our banana stunt created awareness for the SACO brand with a positive response to the campaign just shy of 25,000 Facebook engagements and 815 social media posts. With 335 people tattooing a banana to enter the competition.
So, what are you waiting for? Get a biro and a banana and just see how satisfying it is!