Roomkey

Video, OOH, Social, Digital

Roomkey is a hotel booking website that, unlike other online travel sites, offers shoppers a transparent way to book their next stay—instead of using pressure-based tricks or shady gimmicks. But with zero brand awareness and competitors spending over $1 Billion in measured media, how could we possibly make enough noise to make a difference? We set out to own honesty in a big way, using Atlanta as a strategic test market for our bold point of view.

BEST B2C INTEGRATED CAMPAIGN – ATLANTA MARKETING ASSOCIATION AMY AWARDS 2020
SILVER WINNER  – ATLANTA ADDY AWARDS 2020 – COPYWRITING
SILVER WINNER  – ATLANTA ADDY AWARDS 2020 – BEST INTEGRATED CAMPAIGN
SILVER WINNER  – SOUTHEASTERN DISTRICT ADDY AWARDS 2020 – COPYWRITING
BRONZE WINNER  – ATLANTA ADDY AWARDS 2020 – OOH CAMPAIGN
BRONZE WINNER – ATLANTA ADDY AWARDS 2020 – OOH FLAT SINGLE
BRONZE WINNER  – ATLANTA ADDY AWARDS 2020 – OOH INTERIOR SINGLE
BRONZE WINNER  – ATLANTA ADDY AWARDS 2020 – TV SPOT LOCAL
SILVER WINNER  – SOUTHEASTERN DISTRICT ADDY AWARDS 2020 – BEST INTEGRATED CAMPAIGN

ATLANTA HARTSFIELD-JACKSON AIRPORT SIGNAGE

Contextually relevant lines greeted travelers with the honest truth while waiting for their bags. Unfortunately, “There’s something kinky in one of these bags” never made it past airport approvals.

MARTA STATION DOMINATION

The lines once again played to the environment in which they were placed—Atlanta’s busiest public transportation station. “No one knows what’s in that puddle over there” was a favorite that ended up on the cutting room floor. Jeez, you’re so sensitive, MARTA.

TV

We created two spots that ran on broadcast, social and digital platforms. Note: it takes a lot of aloe to simulate hand sanitizer for an 8-hour shoot. A LOT of aloe.

SOCIAL MEDIA AND digital

Our online executions generated healthy debates on whether or not locals call Atlanta Hotlanta. And we learned that people are still very, very angry about the Braves Stadium. Our bad.