Description of the project by Campaign Brief Asia:

Ogilvy Singapore and Artotel Group have come together once again to make a bold step towards redefining customer loyalty in Southeast Asia’s hospitality landscape.

Every hotel chain, minor and major, has a loyalty program with multiple tiers of membership. And every single one offers the same kind of rewards such as complimentary breakfasts, free room upgrades, late check-in and check-out privileges, priority bookings – the list goes on.

Artotel Group, a major hotel chain in Southeast Asia, decided not to just add to the list. Instead, they added a whole new tier to their Wanderlust program.

Introducing the Rockstar Status. The first-of-its-kind loyalty program where they reward their most loyal guests with a night where anything goes. And they mean anything.

The campaign was conceived and designed by Ogilvy Singapore and produced by Sauce Universe. Weird Serif is used together with a yet unidentified sans.