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The 2023 Adrian Awards are now open! Take some inspiration from last year’s Best of Show –Marriott – Moxy APAC. Submit your entry for the 2023 Adrian Awards by September 8, 2023.
In a new Special Report, we profile all of the Platinum and President’s Award winners — including Marriott – Moxy APAC, which was honored for this Audience Marketing on New Platforms-Focus Category entry:
BEST OF SHOW WINNER: MOXY APAC BRAND CAMPAIGN “MOXY UNIVERSE, PLAY BEYOND”
AGENCY PARTNER: MEDIAMONKS
Background
Moxy is a young and trendy brand for travelers who are young at heart. As a relatively new brand in APAC, having only entered the market in 2017, Moxy needed to make a splash with its 2021 China launch and focus on dramatically increasing brand awareness and establishing a compelling positioning with fast-growing generation Z consumers. Moxy took the rising trend of Metaverse and gaming culture, and gave its own spin, creating a first of-its-kind campaign in the APAC hospitality market.
Campaign
“Moxy Universe, Play Beyond,” was an integrated campaign that broke the boundaries between offline and online, bringing a hotel experience designed to delight, capture and win the hearts of fun-loving generation Z consumers. They embraced generation Z values of diversity & inclusivity and continued to shape their identity through Avatar customization
and creativity and tied it with Moxy experiences.
Results
As the first hotel brand doing LIVESTREAM on Twitch, Moxy showcased its unique experiences and AR engagement with its audience. They hosted 4 offline events in Xi’An, Shenzhen, Osaka and Bandung with over 90 media and influencers. Through the campaign they achieved over 101MIL brand impressions, and a brand lift increased by 237% in TikTok/Douyin search trend and 77% in WeChat search trend index. They drove significant social buzz including over 7.2 million in PR reach and 872K engagements.
