This summer, Moxy Hotels launched the innovative “Moxy Universe, Play Beyond” campaign, harnessing the power of mixed reality in an augmented reality-style experience in Asia Pacific by award-winning creative company Media.Monks China, Tokyo . Teams from Korea and Singapore.
Founded in 2014, Moxy Hotels is part of Marriott Bonvoy’s portfolio of 30 brands. It is famous for offering unconventional stay experiences for guests who are young at heart and want to have fun. Aiming to expand the portfolio in Asia Pacific, Moxy Hotels would like to take the opportunity to celebrate and share the brand’s “Play On” spirit in order to increase awareness in the region while making the hotel experience even more enjoyable shape.
Hospitality is an industry focused on services, real estate, or local culture-related brand experiences. At the same time, travelers’ expectations of brand experiences have evolved. The new traveler is looking for experiences that will further shape their generational identity. They’re all about limitless self-expression and digitally connecting with others, as evidenced by the popularity of gaming culture and explosive interest in the Metaverse. Media.Monks has gained insights into the root causes of these trends to redefine the brand experience in hospitality.
SEE THE CONCEPT
Moxy Universe, Play Beyond was created by the Media.Monks team to create a place where people can freely express themselves, create their ideal identity and even multiple identities to connect with others young at heart and their create your own experiences. It also reflects the beliefs embedded in Moxy’s DNA – the desire and space to offer travelers diverse opportunities for self-expression and to build like-minded communities rooted in the celebration of inclusivity.
“This campaign is all about the joy of virtualization that Moxy could bring to its audience. We believe that bringing the virtual excitement to real life is more relevant to audiences than building an experience in a game world, and a great experience and value that a hotel could offer travelers,” said Eric Pang, Associate Creative Director, Media .Monks China.
With Moxy Universe, travelers’ stay experience with Moxy begins even before they arrive at the hotel. Before arriving at the hotel in person, travelers can create and customize their avatars by choosing from 122 features and 344 designs – representing different skin tones, hairstyles, body shapes, props and other features – with over a billion possible unique avatar combinations on bespoke posters can be created and shared via social networks. When travelers arrive at the Moxy Bar, a complimentary cocktail awaits them. Upon scanning an AR marker at the bar counter, guests will receive an animated welcome message – a nod to the exciting mixed reality experiences they will enjoy during their stay at Moxy. Travelers could also find different AR markers in the room, gym and other key places in the hotel to reveal the AR interactive experience with the avatars they created. Through the interactive AR experience, travelers can immerse themselves in content that enhances each of Moxy’s key areas – all of which can be shared on social media.
“Technology should serve both the brand and the experience. By creating this campaign for Moxy, we hope to deliver a unique interactive AR experience that inherits Moxy’s ‘Play On’ spirit and stays true to the unconventional stay experiences that set Moxy apart from other hotels,” says Dixi Chern, Sr Business Director of Media.Monks China.
“We are very excited to introduce the ‘Moxy Universe, Play Beyond’ experience to all Moxy hotels in Asia Pacific,” said Patricia Cheung, Senior Director, Brands & Destination Marketing Asia Pacific, Marriott International. “Moxy has always challenged the status quo by inviting guests to live in the moment. With the campaign, we’re taking the ‘Play On’ spirit of Moxy to another dimension through fun, immersive experiences while creating a closer connection with our guests.”
Together with the team at Moxy Hotels and Media.Monks, we are pushing the boundaries of multiple dimensions from the hotel into the virtual world at its 12 new Moxy hotels in the region, including China (Mainland and Taiwan), Japan, Singapore, Korea and Indonesia. This campaign will be enabled for more Moxy hotels across APAC.
credits
Brand: Moxi
Client:
Senior Manager, Brands & Destination Marketing, Asia Pacific: Yiting Mao
Senior Director, Brands & Destination Marketing, Asia Pacific: Patricia Cheung
agency credit
Executive Creative Director: Darren Crawforth
Associate Creative Director: Eric Pang
Creative Group Leader: Nicolas Barlier
Artistic Director: Shiwen He
Designer: Amber Thing
Copy Group Leader: Zoe Young
Copywriter (Chinese): Banana Wang
Lyla Murugayah & Joanna Pinto
Language and Culture Manager: Penny Wu
Strategy Director: Nina Kong
Strategy Manager: Janice Liao
Technical Director: Siniša Spasojević
Developer: Jonas Tillman
Frontend Developer: Ed Lee
Main Producer (digital): Ella Guo
Executive Producer (Film): Jaap Bosman
Senior Manager: Dixi Chern
Senior Account Director: Karen Lu
Account Manager: Veronika Huang
