Moxy – Where Brave Starts

Our challenge was multi-fold: create awareness, drive launch footfall and grow and sustain a prospective new clientele among young audience. Our local insights team helped Marriott understand Chinese Gen-Z through an ethnography study in Shanghai capturing videos of them to build out concentric circles and personas to underpin the creative.

China’s Gen Z was our target audience because among this group are those who are changing Chinese culture today and tomorrow. We felt that an approach that collaborated with Shanghai’s underground culture-shaping creators would drive awareness and mobilise the broader audience who identify with this group.

Cue, our creative strategy: Moxy – Where Brave Starts. Our aim was to stand alongside those who follow their own path – to make Moxy a beacon that attracts all who have been brave enough to pursue their own ambitions and to create a community that celebrates and inspires a new generation of brave trendsetters.

By giving them a platform to be around kindred spirits who have dreams like theirs, and a network who can offer support, we would propel new talent towards their vision of success and appeal to a new type of hotel customer who chooses Moxy because it embodies their own beliefs and culture.