Mandarin Oriental was an Asian-based luxury hotel group with seven hotels but with the ambition to be a global brand leader. All its competitors’ campaigns featured pictures of their product. Our view was that these were hygiene factors.
Legacy Idea and Results
We dug deeper and discovered their guest list featured the rich and famous who could afford to stay anywhere but who chose Mandarin Oriental. Our creative leap was to summarise that in just three words: “I’m a fan” that linked to the group’s iconic fan logo.
Since the campaign’s launch, it has achieved the highest ad recall ever recorded by Ipsos MORI helped the brand’s revenue grow by over 800%.
We have secured over 100 of the world’s most renowned people to take part, without paying them.
Oh, and we also reunited the Beatles.