When Crowne Plaza Bengaluru, Electronics City's only 5-star business hotel put together its Valentine's Day offerings, they decided to celebrate it across four F&B outlets. But this posed a unique communication challenge: in an already cluttered V-day market, how do you market 4 separate experiences, each competing with the other for mind share?
We began with an insight: the only personal detail people are willing to share about a personal relationship is the answer to the question, 'How did you two meet?' What this did was remove the focus from the clutter of four different product attributes and places is on what really matters on Valentine’s Day: A Loving Relationship.
The Jab We Met campaign began as a social interactive idea rewarding customers for sharing stories about how their love story began and came alive across outdoor, in-apartment, in-corporate, in-hotel and digital platforms. As a result the campaign delivered 20% over the target number of walk-ins.