The Hoff, Bad Influence, Humanity and Ultra-Luxe
Go Legendary or Go Home…
When tasked with relaunching Atlantis Resorts ' Aquaventure World, M&C Saatchi UAE redefined their 'Legendary' brand concept, evolving it into an unmissable campaign that screamed fun.
We assembled modern-day legends, including global influencers and adrenaline junkies, using the park as their creative playground. We also hired David Hasselhoff, the world’s most legendary lifeguard, to oversee the excitement.
Our multi-channel content campaign reintroduced Aquaventure by highlighting its scale, status, and record-breaking experiences, turning it into a larger-than-life playground. In collaboration with RE, M&C Saatchi UAE overhauled Aquaventure's voice, design systems, and visual approach, ushering in a new era of the ‘Legendary’ brand.
This is Aquaventure. This is Where Legendary Lives.
Influencer Marketing
It’s shocking how little rigour is applied to influencer marketing, especially given how much is being spent. Just because an influencer has followers, doesn’t mean they will have a positive impact on a brand, in fact they could damage it.
To solve this, Fluency M&C Saatchi , our in-house data and insights agency has developed Influencer Cube.
Influencer Cube is a sophisticated tool designed to enhance the relevance and resonance of your influencer marketing efforts. By analyzing both passive and active influence, Influencer Cube ensures you select the most impactful partners to deliver your brand message. The result – your return on influencer spend goes through the roof.
If that sounds interesting, get in touch.
Human Connections
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The Experience Gap is the difference between what a brand promises and what customers experience, based on a global survey of 34,000 consumers by M&C Saatchi Consulting .
A key step to close the gap, for all sectors is to ‘Make human connections count.’ But what does that mean?
At a time when many brands are cutting costs and moving customer services away from stores, branches and call centres and towards online and digital solutions, the human touch is still hugely valued. But brands can’t afford to have staff for every eventuality – it just isn’t practical.
Instead, we recommend that brands invest in making the human connections they do have with their customers REALLY count. Make sure that your people operate at the very highest standards when they interact with your customers – and close the gap.
Some of the highest scoring brands in our study are those that offer consumers a direct route to a real human being, when they really need it.
If you’d like to discuss the full report, get in touch.
The Ultra-Luxe Lover – 1 of 5 New Segments
M&C Saatchi Consulting have identified the five travel segments of the future. One is The Ultra-Luxe Lover. This category gravitate to luxury travel content on social media, which defines their expectations. They’re looking for the ultimate experience.
From the journey to the activities to where they sleep at night, these travelers want to know that this is as good as it gets… and they’re willing to pay for that privilege.
What matters to them? 1) The journey, not just the destination, 2) Curated travel advice and planning and 3) Experience, Experience, Experience.
And with an annual spend of $1.2 trillion and 7.6% compound annual growth, it’s a profitable sector for brands that get it right.
If you’d like more travel insights, get in touch.