#1 FOR FUN
BRIEF
Located in the heart of Seminyak, Mrs Sippy is a tropical oasis offering truly other-worldly experiences for openminded souls living, holidaying and dreaming of being in Bali.
Upping the ante is Sippy’s crowning glory. An iconic, three tier diving tower and pool swing boasting jealous vistas across its Mediterranean inspired laneway, garden and courtyard bars, Mrs Sippy is hands down the coolest and most unique venue on the island.
But the sharks were circling, specifically around the beaches north of Kuta. Challengers names like Potato Head Beach Club, Alila Hotel and even the well-established KU DE TA were all knocking on the door of potential private, corporate, wedding and entertainment client attention.
STRATEGY
Put simply, with its endless summer wonderland feel, and cool edgy party vibes, the idea was to play to Mrs Sippy’s strengths as the #1 destination for fun in Bali, with it’s lagoon-inspired pool, international DJ magnetism (think Duke Dumont, Basement Jaxx and Sneaky Sound System), and mouth-watering Michelin starred cuisine.
Oh yeah. And activities. There’s so much more room for activities in this this haven for international travellers in pursuit of sun, sand and good times in South East Asia’s largest salt water swimming pool.
With a cult following for conjuring the most fun on the island, the marketing objectives were to demonstrate these selling points — including the value and flexibility of a trip to Mrs Sippy Bali — as well as showcasing the hottest headliner acts and global artists in residence.
SOLUTION
Tonally, the refreshed copy read in a much friendlier and more alluring accent. Employing playful language and cheeky, thought-provoking headlines — plus custom UI reflecting the new “fun” tone of voice — the narrative piqued interest by adopting a specific personality native to that of the volcanic island and its ethereal venue.
On a technical level, a wholesale website redesign and bespoke content strategy optimised leads across consumer, corporate, wedding and music target groups — all of whom were enticed by a promotional video that became the focus of the communications plan.
The refreshed Sippy site was designed to generate proactive events leads, database acquisition and distribution, while all film cuts (guided by SEM) were published on customised landing pages devised to resonate with the four target market segments.
DON’T WORRY BE SIPPY
A direct marketing blitz supported the website strategy with a full campaign including brochures, print and outdoor advertising collateral.
Direct mail video packs were sent to a database of top events planners in the Asia Pacific region, with the innovative mailer conceived to keep the Sippy brand top of mind for future bookings.
Individual video spots were edited for different groups (general consumers, corporate groups, wedding parties and music promoters), while crafted supers spoke directly to audiences in their own lingo.
EFFECTIVENESS
The videos were used both internally and externally to prompt event enquiry, attract staff and excite internal stakeholders, crystallising Mrs Sippy and its crystal-clear waters as the premium events — and #1 destination for fun — in Bali.
The brand video was initially launched on Mrs Sippy Bali's Instagram platform, quickly going viral with a massive 296,000 views accumulated without any advertising spend. Meanwhile, the multimedia strategy was extremely successful across all targets, with viewer engagement ranking highest amongst music promoters. All music events targets were hit for the entirety of 2018.
MEDIA
GOOD FOOD • BROADSHEET • DMARGE
AWARDS
2018 Sydney Design Awards | Go-To-Market Events Strategy & Marketing | GOLD
“THIS AWARD CELEBRATES CREATIVE AND INNOVATIVE VISUAL AND AUDIO CORPORATE COMMUNICATIONS THAT PLACE AN EMPHASIS ON DESIGN VALUES, WITH CONSIDERATION GIVEN TO TECHNICAL, CONCEPTUAL AND AESTHETIC ELEMENTS, VIEWER ENGAGEMENT AND MESSAGE DELIVERY.”
Agency: Traffic • Role: Campaign Development, Content Strategy, Website UI, Copywriting • Videography: Traffic