Disrobing Hilton Hotel's Building Sized BRIT Award
Hilton recently disrobed a high-rise building-sized BRIT Award statuette in central London in the run-up to this year’s BRIT Awards.
The day after the event it hung a gigantic ‘Do Not Disturb’ sign on its London Hilton on Park Lane hotel.
Of course, this was faux OOH, but with more than 2.6 million views they are two of the hotel chain’s most popular social videos ever.
Here Paul Jordan, executive creative director at TBWA\London and Stijn Bastiaens, vice president marketing and loyalty at Hilton answer a few questions on bringing this unreal activation into the real world.
Q> What was the initial creative concept that led to the development of the faux OOH campaign for Hilton's partnership with The BRIT Awards?
Paul Jordan> The idea came out of some chats about how this new partnership was sort of a meeting of two iconic properties in Hilton and The BRIT Awards. Both ‘brands’ have such heritage and status that there’s not much storytelling needed, we just needed to bring them together in an epic fashion. We also were thinking about how to use London as a bit of a playground, as there’s so much buzz within the city itself leading up to the awards night.
Q> How did you ensure that the concept effectively communicated Hilton's involvement with The BRITS while also reflecting the brand's identity as fun and non-traditional?
Paul> It was important that this wasn't just a corporate branding exercise, so we wanted Hilton to show up in a way that was both fun and relevant. The disruptive nature of the huge Hilton robe and the Do Not Disturb sign, both seemed like they hit that sweet spot.
Q> What were some of the biggest challenges you faced in bringing the campaign to life, and how did you overcome them?
Paul> Balancing engagement with believability was the thing we discussed most across both assets. For the Do Not Disturb sign in particular, we wanted it to be as big as possible but also to look almost conceivable that we had actually done it for real - so we kept asking "How big is too big?". Some of the alarmed comments below the post suggest we got it spot on!
Q> In what ways did the campaign challenge traditional out-of-home advertising and how does this approach influence future campaigns?
Paul> Faux OOH executions tend to be less of a 'challenge' to traditional OOH and more of a return to what has always been true of successful OOH: it should seek to entertain, delight or move the viewer and not just inform them. FOOH opens up loads of new avenues of possibilities when it comes to the entertainment side and we intend to make the most of them!
Q> Why was the faux OOH trend utiliSed to promote Hilton's involvement with The BRIT Awards, both leading up to and during the event?
Stijn Bastiaens> The faux OOH trend served as a strategic avenue for us to showcase our relevance and resonance within a huge key cultural moment - The BRIT Awards. Through this we not only demonstrated our brand's essence of humour, but also highlighted our commitment to staying socially relevant. Everything we do ties back to the root of hospitality and the guest experience. Whether it's through offering exclusive access to events or leveraging creative initiatives like the faux OOH trend, our goal remains consistent - to ensure that every aspect of our brand narrative connects with our guests. From the iconic bathrobe drop to the 'Do Not Disturb' sign, every detail serves to reinforce the integral role of our hotels in crafting unforgettable stories for our guests.
Hilton’s brand platform – ‘Hilton. For the Stay’ doesn’t only create fame for the brand, but leans into key cultural moments like these to reinforce what we stand for. Offering access to The Brits showcases how rewarding a stay can be and the value that comes with a Hilton stay. Our aim was to seamlessly integrate this into the emerging social phenomenon trend.
Q> How do you plan to sustain the momentum generated by its partnership with The BRIT Awards beyond the event itself?
Stijn> Beyond The BRIT Awards, we're committed to providing year-round experiences for our Hilton Honors members worldwide. From exclusive events spanning music and sports to unique offerings, we ensure our members always have something extraordinary to enjoy. This feeds into the platform ‘Hilton. For the Stay’. We aim to create experiences and immerse our members in unique events, creating memories for a lifetime.
Q> Looking ahead, are there any future collaborations or activities Hilton is considering to further enhance its marketing and loyalty initiatives?
Stijn> Looking ahead, Hilton is focused on enhancing our marketing and loyalty initiatives by forging meaningful partnerships around the globe. Reflecting on our successful collaborations like the GRAMMYS and The BRIT Awards, we prioritise long-term relationships that align with our values. We also understand the importance of reaching a wider audience, so we actively seek new partnerships to engage guests that reflect our core values. Our rigorous selection process ensures partners add genuine value to the guest experience. By staying attuned to cultural trends, we aim to deliver authentic, exceptional experiences. At the heart of it, Hilton's future endeavours are driven by innovation and guest satisfaction, redefining hospitality standards worldwide.
