Scandic Hotels is the biggest hotel chain in the Nordics and following a widescale refurbishment, they were getting ready to reposition their brand under their new communications concept: STAY, FEEL, LIVE BETTER.
The opening of their new hotel in Copenhagen’s Meatpacking District was a great opportunity to improve their image, and so we decided to take their marketing efforts far outside their usual comfort zone. Because when you move into one of Copenhagen’s hippest neighborhoods, you need to do it subtly – and show your respect for your new neighbors as well as the area’s authentic vibe and history.
We developed a brand new web series called “The Meatpacking District belongs to us”, which captures the zeitgeist of the area and young, hip creatives. Through four episodes, we follow the main character Jonas - a young hipster played by TV-personality Christopher Læssø – as he laments the fact that a downstream hotel is setting up shop in his own backyard.
Our ambition was to create something that was deeply entertaining and fun as well as an anthithesis to traditional hotel marketing. That’s why we created a universe that felt a little self-deprecating – both to Scandic and the the hip young folks they’re suddenly rubbing shoulders with.
The series aired on YouTube, Instagram, Facebook and the hotel’s own SoMe and digital channels.
Episode 1: TOTAL BUZZ KILL
Jonas and his friends are enjoying a night out when he bumbs into the hotel manager’s daughter – Marianne the vegan. They end up in a hotel room, where a sausage ruins everything.
Episode 2: UPSETTING THE ART SCENE
Jonas drops by his artist friend Bondo, and winds up in a hotel room dressed in nothing but boxers. Of course, the whole ordeal is shared on Instagram.
Episode 3: THE ALARM GOES OFF
Jonas checks in with two “homeless” girls from the provinces, who are staying at the new hotel, and winds up babysitting Marianne the vegan.
Episode 4: MEAT IS MURDER!
The douchey Jonas is stuck with the hotel manager’s daugther, who, ahem, is a bit of an oversharer.