A Pandemic Wedding between Creative & Media
A Novotel-exclusive campaign that was piloted in the wake of the pandemic, Vivaah at Novotel was conceptualized to meet the demand for grand weddings in gloomy times.
Vivaah at Novotel was a real + virtual wedding planning & hosting service offered by Novotel. With 21 Novotel properties across 16 cities, it opened the space for hybrid weddings, where couples could book multiple properties across the country, host guests who couldn’t travel and treated them to the same food and celebrations. What’s more, the entire event was live-streamed across multiple properties so no one misses out.
This campaign required us to generate 400+ quality leads from across the country and also build omnichannel awareness across multiple touchpoints.
With a combination of creative & media play, we activated a lead generation campaign that brought us more than 2x the number of leads we had promised in the 4th month itself.
We further ensured that we reach the right audience by getting featured in Vogue, Wedding Sutra, and WedMeGood, to name a few.
We further activated the influencer network by organizing an Accor-exclusive Limitless Experience with Sima Taparia at Pullman New Delhi. Two prominent faces from the Delhi circuit (Saloni Sehra and Asmita Arora) joined the event too and spoke about it online, to further expand our reach online.
We adopted a fairly direct yet visually inspiring route where we spoke about “small gatherings, bigger experiences”. We started with a textbook awareness campaign and the leads started flowing in. We followed it up with snippets from real weddings that were hosted and testimonials.
Shagun and Dawat boxes were exclusive components of Vivaah at Novotel. Our production unit captured these boxes against real Novotel backdrops to make them come to life.