hotelF1’s #OnTheRoad on Navmii
Helping Drivers Plan Their Next Road Trip
Throughout 2016, hotelF1, part of the AccorHotels group, consolidated their position as the ultimate French motel chain with a new communications strategy centred around the great “Road Trip”.
To refresh the image of AccorHotels ‘hotelF1’ chain through a fun, innovative media first for the summer; targeting 18 to 34 year olds and incorporating social interaction to ensure reach amongst this key demographic. They wanted to transform perceptions of the chain of hotels into destinations rather than convenient stops.
A combination of standard media and deep app integrations were implemented across Navmii to promote hotelF1’s ‘#OnTheRoad’ campaign through a 100% SOV app takeover. Branded points of interest and sponsored search were combined with branded avatars and a dedicated section in-app leading to a mini-site providing road trip ideas and social media amplification.
This exciting solution drove outstanding engagement amongst Navmii users, providing the perfect complement to their summer with special offers and easy booking helping them to plan their getaways. Social media sharing of the dedicated road trips allowed users to invite friends to join them on holiday, greatly amplifying the effect of the campaign messaging.
The bespoke road trip content hub was a unique way of increasing brand awareness and affinity by incorporating hotelF1 content which was both interesting and informative into users’ Navmii experience
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