Moxy Hotels has launched a “Moxy universe, play beyond” campaign leveraging the power of mixed reality for an augmented reality experience in Asia Pacific.
Created by Media.Monks China, Tokyo, Korea and Singapore teams, the campaign aims 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 to connect and make their 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.
“The new traveler is looking for experiences that further shape their generational identity. They’re all about unlimited self-expression and digitally connecting with others, as evidenced by the popularity of gaming culture and explosive interest in the Metaverse. Media.Monks took insight from what was driving these trends to define a new take on the brand experience in hospitality,” the press release reads.
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.
Together with the team at Moxy Hotels and Media.Monks, the campaign is pushing the boundaries of multiple dimensions from the hotel to the virtual world at their 12 new Moxy hotels in the region, including China, Taiwan, Japan, Singapore, Korea and Indonesia. This campaign will be enabled for more Moxy hotels across APAC.
“This campaign is all about the joy of virtualization that Moxy could bring to their 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.
“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 carries Moxy’s “Play On” spirit and stays true to the unconventional stay experiences that set Moxy apart from other hotels,” said 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 of Brands and 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 Moxy’s ‘Play On’ spirit to another dimension through fun, immersive experiences while creating a closer connection with our guests,” said Cheung.
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