agoda "BASE CAMPS"
agoda is Asia's best online accommodation booking site, with more options, more variety in more destinations in Asia. They put you right in the heart of whatever action you want to be in. To call what they sell hotel rooms seems like a letdown.
So we stopped calling them hotel rooms, and started calling them base camps. You sleep in a hotel, but you set out to explore from your base camp.
We launched this new positioning in Indonesia, with a whole bunch of stuff from TV to print to social to mobile and events.
The campaign visuals were also a highlight. A series of destination collages was painstakingly put together by artist Pariwat Anantachina. The idea to crowdsource all the images was interesting in theory but a nightmare in practice. Lesson learnt.
The nature of the visuals meant that we were able to pull them apart and make countless new ones to target different types of travellers online. To this day we feel sorry for the army of interns who were tasked with doing this.
We even launched a mobile game that encouraged people to explore our collages, rewarding them for each new experience discovered.
Bite-sized pieces of content featuring off-the-beaten-path places to explore were created for Facebook and Instagram.
