Buenos Aires Grand Hotel: "Fidelización Creativa 3.0" (Creative Loyalty 3.0) with Poken Technology
Client: Buenos Aires Grand Hotel
Industry: Hospitality (boutique hotel, Recoleta, Buenos Aires City)
Year: 2013
The Challenge
The Grand Hotel, a boutique hotel built around sustainability (on track to become Argentina’s first LEED-certified hotel), needed to raise awareness among corporate decision-makers and showcase its facilities, but through an experience consistent with its environmental identity and on a very limited budget.
The Solution
A half-day training and networking session for 40 representatives of multinational companies, built entirely around Poken technology: pendrive-style devices that let guests exchange contact details without using printed cards or brochures. Alejandro Verzoub, president of AV Business & Communication, led the seminar “Fidelización Creativa 3.0” (“Creative Loyalty 3.0”) on motivational experiences and loyalty. Attendees then toured the hotel in a gamified site inspection: each area had tags with content and points. A leaderboard was built and the top three “networkers” were awarded prizes. As a condition of entry, each guest had to bring a non-perishable food item, which was donated to the Centro Infantil Comunitario Vaquitas Lecheras (Villa Astolfi, Pilar).
Results
40 corporate-segment guests attended. Each guest connected, on average, with 30 other people, and that same average applied to the number of attendees who collected information from the 10 tags placed around the event. More than 30 packages of non-perishable food were collected for the donation.
Notable Details
The event combined three business objectives in a single format: training / personal brand building for Alejandro Verzoub, a commercial showcase for the hotel (an unconventional site inspection), and corporate social responsibility (the food donation), all delivered through paperless technology consistent with the hotel’s environmental philosophy. The campaign won Gold at the 2014 FIP (Iberoamerican Promotions Festival), in the Reduced-Budget Events and Actions category.
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