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.
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
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.
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.
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.
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.
LAUNCH THE LIMITED-EDITION BOARD TO THE PUBLIC: Purchase only available in the hotel
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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