Lauréat - Best Marketing Operation
HappyCulture
Campaign - #HOMPPY, la vie de château au prix d’un studio
Cette candidature n'est disponible qu'en anglais / This application is only available in English.
#HOMPPY: HappyCulture's innovation to welcome travellers and keep our hotels running when France and the world were barricaded against the pandemic.
The context
#HOMPPY was born from the desire to keep our hotels open while France and the world were shut down to fight the pandemic. In this health and economic context which is not very favourable to the hotel sector, HappyCulture hotels have invested in the market of transitional accommodation with #HOMPPY, a medium-term rental offer which allows you to stay in a hotel for less than 900€ per month!
Homppy is a medium-stay accommodation solution that allows any profile, from students to professionals to tourists, to stay in a hotel room for less than €900 per month.
This new offer is a perfect illustration of the brand's ability to be agile and to continually renew itself in order to implement solutions that enable it to capture new sources of revenue while meeting a market need: simple accommodation.
The success of this initiative is based on three pillars: an innovative concept, co-construction of the offer with the operational teams and rapid deployment via strategic partnerships with specialised websites and estate agencies.
The offer: #HOMPPY, la vie de château au prix d’un studio
An offer proposed in all hotels
The 41 HappyCulture hotels have proposed this offer to rent a hotel room for a few weeks or several months. Nothing is left out to make you feel at home in the hotel. Whether you settle down in the break room to share moments of life; or practice yoga, Homppy provides its tenants with spaces to facilitate their installation in a new city.
Renting in 1 click
An attractive price to stay and live in a hotel for less than 900€ per month with an ultra flexible monthly lease and without any guarantor, to be booked directly online.
Dedicated services
Services that include the essentials for putting down your suitcases and ensuring the success of your long stay: coworking space, break room with microwave or yoga studio are added to the comfort of the room equipped & furnished for a medium-term stay: weekly cleaning, towels, sheets, minibar, broadband wifi, Cast TV and hotel services on request (breakfast in bed, cleaning, dry cleaning...).
The campaign
The #HOMPPY marketing operation has three objectives: to develop the brand's turnover, to gain awareness and to keep our hotels open. The success of the operation lies in the continuous improvement of the offer thanks to the involvement of all the business lines: marketing, sales, e-commerce & operations. The campaign was designed in an omnic way so that our current and potential customers would be in contact with our message several times and via several channels. The messages: photos, texts, testimonials, videos were placed to address the unique audience of each channel: digital, social media, print and customer reviews.
Results & outlook
To evaluate the results of the #HOMPPY marketing campaign, performance and awareness KPIs were selected. Many tools were used to evaluate the performance of the #HOMPPY marketing operation like
- Reporting chart to analyse revenue and its segmentation
- Instagram statistics to monitor the reach of influencer campaigns
- Google analytics to analyse the performance of social ads
- Mystery calls and visits to analyse the understanding of the offer by the teams
The success today is unquestionable - HappyCulture hotels welcomed 3,000 #HOMPPY clients between June 2020 & September 2021 for a turnover of €3 million. The press articles and interviews and the influencer campaign have significantly increased awareness of the offer and the brand. Every day, monthly rental requests are received for all destinations.
This constitutes a new vision of hospitality for the brand and the market. During summer 2021, happy culture launched "Hours", and its "à la carte" packages for short stays (#6h, #12h or #24h), medium stays (#HOMPPY) or one-off stays (#COMMUTERS: a subscription dedicated to people having to deal with mismatch between place of work and home)
#HOURS, meet the next-normal consumer behavior.
