Last Thursday, our creative director Tom set off into the unknown, in order to take part in a one-day live hackathon for the DMA.
The event was a pilot for their Customer Engagement Labs, where three teams (a mix of data analysts, techies, strategists, creatives and Hilton representatives) were tasked with coming up with a solution to a genuine challenge set by Hilton: to generate awareness, increase engagement and drive user downloads of the Hilton Honors App.
Tom’s team (the Orange team), put together a plan for a multi-channel campaign, which they coined #HiltonMoments. Targeting both business and leisure travellers, with a nuanced understanding of the different customer journeys they may have, the campaign outlined the benefits of using the App in a number of different situations.
The judges were clearly impressed; a combination of clear insight, strong creative ideas and range of both short and long-term strategies were cited as the reasons for their victory.
Senior director of marketing operations at Hilton, Mark Thomas, said:
The winning team shone through by really getting grips with the brief; they understood the customer journey, came up with a great creative idea, and a range of strategies that could deliver for us now and in the future.
Each member of the winning team took home a £100 Hilton gift voucher – a lovely bonus. Tom’s already planning a trip to Legoland, for his two-year-old daughter (or so he claims).