B&B HOTELS Leuchtturm-Kampagne
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Movies, Commercials & Virals
Details
In summer 2023, a lighthouse creator campaign was executed with Liam Carpenter, Herr Anwalt, and Finnel for B&B HOTELS, together with Brandface Carina. 9:16 videos were produced and uploaded on platforms such as TikTok, YouTube Shorts, and Instagram Reels on creator and brand channels. A random video was uploaded as a teaser without further description or similar to heat up the community and let them speculate. The result was over 16 million views.
The Jury‘s Statement
With its lighthouse campaign, the hotel chain B&B HOTELS creates an impressive connection between brand message and Gen Z. The creative minds behind this campaign chose an effective approach by relying on the vertical smartphone format and distributing the content on platforms such as TikTok, YouTube Shorts and Instagram Reels. Through the integration of well-known creators, it was possible to present the brand authentically and entertainingly and at the same time to effectively stage the topic of regular guests. This campaign is characterized by creativity, strategic planning and a noticeable influence on the target group.
