ROSEWOOD BANGKOK
FROM BKK WITH LOVE
THE CHALLENGE
Visually stunning, an architectural marvel, Rosewood Bangkok was one of the iconic brand's latest offspring. And for a hospitality household that always strives to reflect the local culture and spirit of a destination, opening in a city brimming with traditions like Bangkok, was nothing short of an exciting challenge. StickyRice was selected among 8 other agencies to design, produce and launch Rosewood's latest creative social media campaign. Needless to say we had quite a few ideas in mind.
THE IDEA
Right off the bat, what struck us was the immense contrast that separated such a serene, peaceful brand from a bustling and -at times- chaotic city. Snapping a few cool shots and branding Rosewood as the new hip place to lay around was not going to cut it. We needed more. We needed a true storytelling. That's when it hit us. Let's not fake a marriage destined to fail, but instead embrace that opposition, take pride in diversity and make it irresistible. Don't we say "opposites attract"?
We had our angle.
OUR RESPONSE
From exquisite Pool Suites to Chef-led Restaurants, it was all about associating the Rosewood Bangkok brand with a one-of-a-kind experience, blending culture and sophistication to redefine the notion of modern luxury. Key was to appeal to a local audience while generating top-of-mind notoriety towards a regional/international crowd, anticipating borders reopening, through engaging, vibrant and bold content.
Audience Segmentation
Creative Leads & Assets
Mood & Tone
#1
Our creative proposal was picked up among 8 other pitches.
Next? Time to get going. Once we had our creative strategy all laid out, our production team came up with all the steps leading to the shooting day. From hiring models to vetting hair-stylists and handpicking props, we made sure each detail was in line with Rosewood's vision.
Sneak peek at our first shots.
...and behind the scenes!
Let's take things up a notch
Keeping in mind one of the main challenges of the campaign, our content needed to be used across social media while being able to maintain Rosewood' sophisticated standards. This meant being creative, edgy but not over-the-top. In that regard, our proposal included a set of short animations, designed to reflect the brand's contemporary vision while engaging with a younger crowd.
75
Fully-edited content, produced and shot over only 2 days
And then, after 2 months of intense planning, creating, conceiving, it finally went live!
Instantly our content received praise from fans, while fitting perfectly in their social media grid.
Bangkok was finally on the Rosewood map!
RESULTS
POSITIVE SOCIAL SENTIMENT
CONTENT CREATED
ENGAGEMENT RATE
Industry average : 8-10%
75
98.5%
17%
