Project: Aloft Star
For Project Aloft Star UK a global project from Aloft Hotels (part of Marriott group), the brief was to engage millennials by establishing a brand association with music, particular grassroots, independent music.
We created a competition platform for rising artists to enter their creative submissions. Importantly, they needed to be original songs to avoid a X-factor situation. This was supported by content that we produced with three influential judges known in musical world; Huw Stephens, Sian Anderson and Gemma Cairney – who supported the campaign from the start to drive entries, votes and raise awareness on social. Six of these (decided by public vote) went through to a live event held at Aloft hotel, and streamed live on Facebook.
And did it work? The challenge was to create online engagement and drive reach for campaign, which reflected positively in the results with 1,021,800 video views, 117 entries and 465, 335 engagements in 2017 alone.