Marriott International has built a reputation on innovating within the advertising space by expanding its guests’ world and opening doors to new opportunities. To raise awareness and drive covers for its restaurant and bars, More Cravings by Marriott Bonvoy, the dedicated R+B brand in EMEA, turned to Digital Turbine for a tasteful and successful campaign.
About the Campaign
With their unique offering and diversity, More Cravings by Marriott Bonvoy wanted to invite their audience in the MENA region to their restaurants and bars to enjoy delicious flavors from different cuisines with exclusive holiday offers to “make their Holiday season merry and bright.” Marriott Bonvoy knew how important the festive season was in the region because of the massive number of expats. They wanted to make an impression on their target audience, utilizing two different ad models in Qatar and UAE.
More Cravings by Marriott Bonvoy invited the audiences to discover all the festive opportunities and have a memorable experience through Digital Turbine’s mobile expertise.
How did it work?
To capture their target audience through their screens, More Cravings by Marriott Bonvoy created two different executions in 2 countries in the Gulf region; Qatar and UAE. Venues in both countries offer unique experiences to the audience, so the brand knew that they had to specify each commercial to each country.
A vertical ad gave the audience a glimpse of what participating venues in the region are offering during the festive season and highlighted delicious and enticing food offerings. In the first ad model, explicitly targeted in Qatar, the advent calendar had specific offers featured to drive CTR and engagement with the audience at participating venues in the country.
The second ad was executed both in UAE and Qatar and invited users to engage with the Dynamic End Card after watching the pre-roll ad. Users were invited to shake their devices to discover the best festive offers in both countries. After all the offers listed on the Dynamic End Card, users could tap on the “Book Now” button, and make a reservation on their choice through the ad itself.
Campaign Results
More Cravings by Marriott Bonvoy achieved great completion and engagement rates with this highly engaging creative execution.
The advent calendar ad model in Qatar achieved more than 65.000 impressions and reached an 84% Video Completion Rate. Advent Calendar DEC reached more than 54,000 engagements and exceeded its 10% benchmark with a 37.7% Dynamic End Card engagement rate.
In the generic festive ad, the campaign achieved more than 500,000 impressions in Qatar, and more than 935,000 impressions in UAE. Video Completion reached more than 385,000, and more than 735,000 in Qatar and UAE, respectively. Overall, the ad reached more than 1.4 million impressions in both countries, while reaching more than 1.1 million completed views.
Dynamic End Card engagement rate reached 45.8% in UAE and 37.1% in Qatar, exceeding the 10% benchmark in both countries. In both regions, View-Through Rate also exceeded the benchmark of 50%, reaching 78.2% and 81.31% in Qatar and UAE, respectively.
Results of the campaign are also measured by a Nielsen certified Brand Study:
- On Ad Recall 47.9% uplift rate shows that the users who have watched the ad on Digital Turbine tend to remember the ad even after two weeks.
- On Brand Metric question, 43.5% demonstrates that after seeing the ad, users are more likely to visit.
- The 44.2% uplift rate on Brand Advocacy shows that the users who have watched the ad agree that participating venues under the More Cravings by Marriott Bonvoy brand are worth visiting, and they will definitely recommend it to their friends.
About More Cravings by Marriott Bonvoy™
As one of the leading restaurant and bar operators in the Middle East and Africa, More Cravings by Marriott Bonvoy offers an incredibly diverse range of dining and social experiences across 700 venues in over 19 countries.
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