Collaborators: Amy Wheeler, Milca Panda
This was an NTU Group Live Client project with the Standard Hotel London. The brief was to create a unique one-of-a-kind experience to boost room bookings within Gen Z.
Our big idea: To create a community-driven third space, that integrates Innovation of traditional gaming to promote offline interactions For Gen z and encourage intergenerationality.
The Concept
Not Your Standard Suspect.
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The mission of this concept was to collaborate the Standard Hotel with the notoriously renowned game Cluedo. Cluedo would be reimagined in a way that reflects the exciting modern world today. Putting a modern spin on the characters that audiences could connect with whilst reflecting the Standard’s hotel brand pillars and unique design.
The Marketing
Pre-Launch
SOCIAL MEDIA TEASE
The Standard Hotel post a tease story or main feed. Using the hashtag
#NOTYOURSTANDARDSUSPECT
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OOH MARKETING
Leaving clues around London, specifically relating to the weapons, to build curiosity and publicity for the new game.
Launch
PR & PRESS MAILERS: Influencers are invited to attend an immersive experience to launch the limited-edition board via PR mailers.
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INFLUENCER & PRESS LAUNCH PARTY:
Each guest will stay in a hotel room, selecting a character for a sensory role-playing experience delivered by room service. Dinner at the Decimo for an exclusive themed meal Cluedo x The Standard Hotel game will be played at each table, bringing together the six characters chosen by influencers and press. Uniting a diverse group of people, encouraging offline interactions, and bridging generational gaps.
Activation To Public
PERSONALISED EXPERIENCE: The Standard Hotel offers a package combining room bookings with an immersive Cluedo experience, including character selection at booking.
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IMMERSIVE SENSORY EXPERIENCE: Room service will deliver sensory experiences, including The Standard's iconic cocktails, gourmet snacks, and a personalised character pep talk podcast, to enhance the guest's roleplay immersion.
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PLAYING THE GAME: Themed dinner at Decimo Cluedo x The Standard Hotel game will be played at each table, bringing together the six characters chosen by guests from a variety of guest rooms.
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Post Launch
PRESS & SOCIAL COVERAGE: Building on the excitement of the launch, this initiative aims to further promote the new game and The Standard Hotel to Gen Z, making it a key talking point on social media.
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LAUNCH THE LIMITED-EDITION BOARD TO THE PUBLIC: Purchase only available in the hotel
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LIMITED-EDITION BOARD GAME IS LOCATED IN EACH ROOM: Giving the guests the opportunity to play the game in their room, promote offline interactions for Gen Z and encourage intergenerationality.
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