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Inside Moxy’s winning AR hotel experience for Gen Z

By Ellen Ormesher, Senior Reporter

May 30, 2023 | 4 min read

This campaign won in the Experience and Disruption categories at The Drum Awards for Marketing APAC 2023.

Moxy and MediaMonks won in the Experience category at The Drum Marketing Awards APAC / MediaMonks

Mariott International and Media Monks impressed judges with their AR experience that blurred the boundaries between real and virtual hotels.

The Brief

Moxy (a Marriott brand) is a trendy new hotel chain for travelers who are young at heart. As a relatively new brand in APAC, having only entered the market in 2017, Moxy needed to make a splash with its 2021 China launch, prioritizing increasing brand awareness while establishing a compelling positioning with fast-growing Gen Z consumers, with the ambition to triple its property footprint within the next five years.

The Idea

Moxy took the rising trend of metaverse and gaming culture and gave it its own spin, creating a one-of-a-kind campaign in the APAC hospitality market. ‘Moxy Universe, Play Beyond’ is an integrated campaign that breaks boundaries between online and offline gaming. It brings a hotel experience designed to delight and capture Gen Z audiences.

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The Results

The campaign was activated across diversified touch points at 12 hotels in 10 markets in APAC, including social, key opinion leader amplification, live streaming, offline engagement, events and IP collaboration.

This campaign won at The Drum Awards for Marketing APAC 2023. Find out more about The Drum’s Global Awards program or head to our case studies hub to read more award-winning stories.