2019 Winner
Le Club AccorHotels
Seeker
Cossette
SilverCRM & Loyalty
SilverExperiential
SilverOriginal idea
SilverTech breakthrough
Le Club AccorHotels wanted to move beyond a “collecting points” mentality with the launch of its new loyalty program. AccorHotel’s guests are wealthy world-travelers that value experiences over rewards. So collecting points for a free night stay is not the most compelling idea. Instead, the hotel designed something that would show it understands guests’ desires, even before they do. In other words, it set out to read customers’ minds.
Taking home a Silver CRM & Loyalty, Silver Experiential, Silver Original Idea and Silver Tech Breakthrough, “Seeker” was launched as the world’s first biometric discovery tool for destination planning. Working with Cossette, it used biometric data to reveal what hotel guests desire when it comes to travel experiences. At a live event, people were invited to wear a wristband and headset that recorded their brainwaves and pulse while being shown images. Their experiences were filmed and then used to promote the rewards program and how Le Club takes luxury to a whole new level.
Credits
Agency: Cossette
Global Chief Creative Officer(s): Carlos Moreno, Peter Ignazi
Associate Creative Director/CW: Rachel Abrams
Associate Creative Director/AD: Jake Bundock
Agency Producer: Erica Metcalfe
Account Director: Daniel Dolan
Group Account Director: Melissa Levenberg
VP, Brand Director: Michelle Perez
SVP, Director Client Services: Janis Lindenbergs
Strategist: Kevin McHugh
SVP, Strategy: Rosie Gentile
Production House: The Mill
Executive Creative Director: Rama Allen
Creative Director: Will Adams
Producer: Jason Curtis
Creative Technologist/Developer: Mike Manh
Executive Producer: Jack Williams, Mike Pullan
Director: Ergin Kuke
DOP: Dan Frantz
Editing House: The Mill Chicago
Editor: Charlotte Carr
Behind the Scenes Editor: Al Benoit
Transfer Facility: The Mill Chicago
Colourist: Mikey Pehanich
Online Facility: The Mill Chicago
Flame Lead: Randy McEntee
Flame Artist: Jonny Freeman
Audio House: Antfood
ECD/Composer: Wilson Brown
Executive Producer: Sue Lee
Audio Technical Director /Lead Composer: John Dalton Harts
Lead Composer: Yuta Endo
Composer: Spencer Casey
Composer: Bennett Eiferman
Senior Producer: Trevor Haimes
Website: WILD
Concept & Art Direction: Thomas Lichtblau, Matthias Mentasti
Design: Manuel Haring
Development: Moriz Büsing, Stefan Kernjak
Producer: Thomas Ragger, Suzana Orsolic, Melissa Graf
Media Agency: Cossette Media
Client: Le Club AccorHotels
SVP, Sales & Marketing: Jeff Doane
VP, Public Relations & Communications: Nicole Lierheimer
Executive Director Loyalty: Sabrina Lillew
Director, Loyalty Marketing: Siobhan Mitchell
Manager, Loyalty Marketing: Jeremy Ford
Digital Loyalty Marketing Specialist, Loyalty Marketing: Cara Calucag
Coordinator, Loyalty Marketing: Katie Jagodkin