Motel One’s One Campus programme shows that employees have to be at the heart of its corporate philosophy. This was the message that the designer hotel chain wanted to communicate to potential new employees and, of course, its customers.
With a 40 second online spot and a 2 minute product film, we introduced the company’s new in-house training programme One Campus. The focus of the spots was not on hard facts, but instead an emotional appeal related to matters such as working for Motel One, going to university, career opportunities, and team spirit.
In this way, the spots were designed as a direct call to action, i.e. to join the Motel One family. But the spots also offered other target groups an authentic look behind the scenes at Motel One.