"Moxy (a Marriott brand) is a trendy new hotel chain for travelers who are young at heart. As a relatively new brand in APAC, having only entered the market in 2017, Moxy needed to make a splash with its 2021 China launch, prioritizing increasing brand awareness while establishing a compelling positioning with fast-growing Gen Z consumers, with the ambition to triple its property footprint within the next five years."
"Moxy took the rising trend of metaverse and gaming culture and gave it its own spin, creating a one-of-a-kind campaign in the APAC hospitality market. 'Moxy Universe, Play Beyond' is an integrated campaign that breaks boundaries between online and offline gaming. It brings a hotel experience designed to delight and capture Gen Z audiences."
"The campaign was activated across diversified touch points at 12 hotels in 10 markets in APAC, including social, key opinion leader amplification, live streaming, offline engagement, events and IP collaboration. This campaign won at The Drum Awards for Marketing APAC 2023. Find out more about The Drum's Global Awards program or head to our case studies hub to read more award-winning stories."
Moxy, a Marriott brand, targeted Gen Z in APAC with a 2021 China launch, seeking increased brand awareness and plans to triple properties within five years. The campaign, 'Moxy Universe, Play Beyond', blended metaverse and gaming culture to create an integrated hotel experience that blurred online and offline boundaries. Activations spanned 12 hotels across 10 APAC markets and used social media, key opinion leaders, live streaming, offline events, and IP collaborations to reach young audiences. The approach emphasized AR experiences that merged real and virtual hotel environments. The campaign won at The Drum Awards for Marketing APAC 2023.
Read at The Drum
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