SAO PAULO, BRAZIL — Who’s never felt a twinge of jealousy and the desire to be “out of office,” too, when you get a vacation autoreply? With that in mind, Accor, the world leader in hospitality, and its ad agency, AlmapBBDO, put together an initiative to promote the Novotel brand and its concept of “bleisure.” The result is an unprecedented, lighthearted play on people’s “envy” of their vacationing colleagues, in the form of “The Best OOO Email Ever.”
During the initiative, those dreaded vacation autoreplies became coupons to get 20% off stays at Novotel hotels – encouraging recipients to take time off too. All the information one needs to participate is on the landing page for “The Best OOO Email Ever.” The tool comes up with a personalized away message, inviting the recipient to enjoy a moment of balance between business and pleasure at the finest Novotel destinations.
“The ‘Best OOO Email Ever’ activation is part of a campaign we launched recently for Novotel, which reinforces the brand’s full-service experience, serving both business and leisure travel. We wanted to find a funny, creative way to connect people going on vacation with Novotel-brand hotels, and so we made email autoreplies into an advertising space – besides offering a discount on the Novotel network of hotels in the Americas,” said Fernanda Zupo, Executive Director of Marketing for Accor Americas, Premium, Midscale & Economy Division.
“Since everybody wants to be on vacation when they get those ‘out of office’ autoreplies, we created this idea to make that feeling a little less depressing, and to make sure that less jealousy and bad vibes are sent in the direction of the people just trying to enjoy their time off,” joked Fernando Duarte, Executive Creative Director at AlmapBBDO.
Everyone who accesses the site will get a discount and a chance to try out the brand’s strategy – making sure they know that with Novotel, balance is the key to success. The communications and promotional strategy also includes content on social media and the brand’s digital channels, generating even more reach and impact.
Credits:
AGENCY: AlmapBBDO
ADVERTISER: HOTELARIA ACCOR BRASIL S.A. | NOVOTEL
TITLE: Novotel. Your time, your way
PRODUCT: Institutional
PRESIDENT AND CEO: Filipe Bartholomeu
CCO: Luiz Sanches and Pernil
EXECUTIVE CREATIVE DIRECTORS: Fernando Duarte and Henrique Del Lama
CREATIVE DIRECTOR: Iron Brito
CREATIVES: Ingryd Cruz and Pedro Ximenes
LIAISONS: Renata Carvalho, Warley Vieira, Fernanda Tognozzi, Rafael Mattos, Gabrielle Fontes, and Luana Moraes
PLANNING: David Gross, Iago Moura, Gabriel Gonçalves, Daniele Novaes, and Camila Sepúlveda
CONTENT (Almap): William Loiola, Deise Esteves, Giovanna Dourado
CONTENT (Accor): Guilherme Correia
MEDIA: André Carvalho, Samara Queiroz, Gabriel Henrique Pereira, Maria Eduarda Yussef
MEDIA PERFOMANCE: Danielle Farhat, Analu Milek, Daniel Meneses, Patrick Demarchi, Bruna Tavares, Gabriel Noçais, Thaynan Tavares, Natalia Lima, Francisco Farias, Vitoria Mendes, Caio Cardoso
DATA: Bruno Miracco, Diego Alves, Wesley Paranhos, Kelly Gardini, Ariel Aguiar
SOCIAL INSIGHTS: Gustavo Arakawa, Victor Ilana
AV PRODUCTION: Diego Villas Bôas, Juliana Henriques, Jin Park
DIGITAL PRODUCTION: Lilian Reis Cavallini and Luan Thafarel Henriques.
CLIENT APPROVAL: André Sena, Roberta Vernaglia, Fernanda Zupo, Marcella Romani, Gustavo Crivelari, Guilherme Correia, Carolina Ligo
AUDIO PRODUCTION: Raw Audio
MUSICAL PRODUCTION: Fernando Forni, Ricardo Pinda, and Rogerinho Pereira
MUSICAL DIRECTION: Hilton Raw
SOUND DESIGN AND MIXING: Enrico Maccio and Philip Braunstein
LIAISON: Carol Peternelli
COORDINATOR: Robério Barbosa
