Nous croyons que les territoires qui rassemblent encore les gens ont une valeur toujours plus forte pour les marques, dans une société fragmentée où chaque sujet est l’occasion d’observer une radicalité croissante et une perte de nuance. Nous voyons de la valeur dans les histoires, contenus et expériences meaningful qui positionnent les marques avec justesse dans la vie des gens plutôt que de les interrompre et les polluer dans leur quotidien. Nous voulons apporter des réponses meaningful aux problématiques des marques, et des réponses de marques aux problématiques meaningful. Nous nous engageons à aider les marques à gagner en étant culturellement justes là où leurs cibles se réunissent par passion, centre d’intérêts ou sujet de préoccupation, dans la vraie vie, dans les média, sur les réseaux comme dans les métavers.
Havas Play opens all the doors of music with Music Doors For All - Accor Live Limitless
Accor Live Limitless, Accor's loyalty programme and booking platform, has been committed to music for many years. It's a great passion for its members in the same way as sport or gastronomy. ALL allows them to experience it through its many partnerships, such as the Accor Arena, the Montreux Jazz Festival, BST Hyde Park, and many other partner concert venues in Hamburg, London, Sydney, and Sao Paulo, but also through its brands' programmes, such as ibis Music and the hundreds of activities rolled out every day at the Group's hotels.
Through the Music Doors campaign, ALL creates with Havas Play its first global platform centred on this passion. This campaign helps to bring together and spotlight all Accor's commitments and actions around music under one name and one communication ecosystem, whilst also promoting the brands and treasures of the Limitless Experiences available to ALL programme members in exchange for their Reward points.
To build this activation strategy, Havas Play has used its knowledge of fans and communities through its "Community Planning" method in order to define a unique target of “Live Experience Hunters”: young people seeking new experiences in their passions, namely music and travel. This tailor-made target represents more than 90 million fans in Accor's 15 key markets.
To address them, Havas Play has designed a campaign based on a film designed like a music video. Co-produced by Gregory Orhel (multiple time nominated and awarded producer for his music videos at the Grammy Awards, Grand Prix for Entertainment Lions in Cannes, Berlin Music Video Awards, and more) and Mohamed Chabane known for his videos for Lomepal, Michel, Kalika ft. Yelle. This film is a journey into the heart of the group's hotel brands and the different music experiences that Live Experience Hunters expect to enjoy with ALL.
This campaign is rolled out in the frame of a full media plan so as to reach Live Experience Hunters in ALL's key markets in Europe and Australia: on Social Media but also with the help of tactical levers in order to get as close as possible to the target, such as Parisian table ads.
Finally, a digital platform will allow all to explore the diversity and treasures of the experiences that only ALL is able to offer. Among the first Limitless Experiences up for grabs: 2 tickets for the ALL at Barclays Arena in Hamburg (Germany) and a night at the ibis Hamburg Alster Centrum hotel, 2 " Diamond " tickets for a concert at the American Express presents BST Hyde Park in London and a night at the Sofitel London St James hotel, 2 tickets for the ALL VIP box at the Accor Arena in Paris and a night at the TRIBE Paris Batignolles hotel, 2 tickets for a concert at Montreux Jazz Festival and a night at the Fairmont Le Montreux Palace hotel.
Mehdi Hemici, Accor's Chief Loyalty & E-Commerce Office: "Music in all its diversity is a key passion for our members. Our priority here was to bring together under one and the same umbrella the many treasures we offer them all year long in order to promote our ALL brand and the variety of its offers. This campaign, unique on this scale, also allows us to present our loyalty programme and promote our hotel brands. To win their limitless music experience, the participants can try their luck on musicdoorsbyall.com."
Augustin Pénicaud, Vice President Havas Play: "With this 100% music campaign, Havas Play is once again addressing precisely all communities and passion points. To achieve this, we defined a specific target, Live Experience Hunters, on the Group's 15 key markets and analysed in detail their expectations before designing a structured narrative line: let’s jam with boundaries! This enabled us to develop the Music Doors campaign and a complete activation programme that we are pleased to be rolling out on a large scale in the coming months in France and overseas!"