Protea Hotels has launched a new social media campaign to bring to life the stories that happen in their hotels. The brand has produced as series of Vine videos that will shared over Twitter, and which depict what goes on behind the closed doors of a hotel room.
A number of irreverent and bizarre scenarios where shot, showing that one never really knows what goes on behind closed doors at a hotel, and who stayed in the room before and what they did.
The campaign was devised and produced by The Jupiter Drawing Room (Cape Town). Creative Director, Jakkie Brink explained the idea: “The idea started with the insight that a lot happens behind closed doors in Protea Hotels across the country. Protea Hotel has become known for its quirky tone of voice and also using digital as its main channel of communication. So, we were looking for a vehicle to tell all these stories and Vine was just perfect. With its six second looping format, it makes the perfect platform to tell quirky/interesting/shareable stories.”
“Production wise it was very affordable – shooting movies on your phone – it’s a no-brainer: no editing, no recording, no post-production in any form!! So the medium is nice and immediate. The client allowed us quite a lot of freedom with regards to the stories we wanted to tell because it was understood that unless the clip is shareable/interesting to look at, there’s no point,” she continued.
As well as random quirky stories, specials and seasonal offers will also be shared. The Vine videos will be shared via Twitter and Facebook, and ultimately all of the videos will sit on a microsite that will feature a hotel passage with lots of doors: http://www.proteahotels.com/proteadoors/
The campiagn can be followed via #ProteaDoors
The Jupiter Drawing Room
Jakkie Brink: Creative Director
Steven Tyler: Art Director/ filming
Gerhard Pretorius: Copywriter
Zunaid Green: Editor/ filming
Susann Kompa: Project Management
Mandy Hendler: Production
Keren van Staden: Client Service
Stuart Gormley: Client Service
Claudia Loureiro: Stylist
Vanessa Rossouw: Client Service:
Neels Ackroyd: Business Analyst:
Danielle Mascher / Matthew Leach / Janine Allison / Daniel Alvares: Technology lead, development and build
The Jupiter Drawing Room (Cape Town)
Black River Park
Phone: 021 442 7000
New business enquiries: Claire Cobbledick: firstname.lastname@example.org
Employment opportunities: Human Resources: email@example.com
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The Jupiter Drawing Room (Cape Town) opened its doors in 1994 with a staff complement of five and a vision to form a business that was known for its creativity and remarkable work. Today the agency that has grown to be the second largest in Cape Town and awarded globally and locally for its creativity.
The agency offers a truly integrated approach. Along with above-the-line creative and execution, the business includes a globally awarded design team; in-house strategy and consumer insights; channel planning; and a burgeoning PR offering. Digital is integrated throughout.
Over the years the agency has built up an impressive body of work and awards success. In 2010 The Jupiter Drawing Room was named joint Agency of the Decade and in 2011 Jupiter (Cape Town) was named Cape Agency of the Year and Design Agency of the Year by AdReview.
The agency name comes from an obscure Guy de Maupassant short story. In a country house in Normandy, France, Madame Tellier and her young ladies ‘entertained’ the local tradesmen downstairs. The local dignitaries however, had a special room set aside for them on the first floor: The Jupiter Drawing Room.
When the agency was founded its philosophy was enshrined in the expression Rem tene, verba sequentur. (Grasp the subject and the words will follow).