HILTON | THE AD YOU STAY IN
After working with Hilton to create their first ever global platform “Hilton. For the Stay.” and launching it with “It Matters Where You Stay” campaign we began looking for ways to bring the refreshed Hilton brand to life outside of traditional comms. We knew we needed to nail the GenZ audience for our campaign to be judged a success so naturally we turned to social. We had a very simple idea, could we prove out the power of a great stay by creating an ad so engaging that people actually wanted to stay in it. Because TikTok is the fastest moving platform there is, it seemed like the perfect place to test our theory. So we created the longest TikTok ever made by a brand on the platform, 10 MINUTES! Considering the average video length is 34-50 seconds, a 10 Minute TikTok was equal parts audacious and absurd. But, we were right and the people did stay in the ad, for over 6 million minutes.
“Hilton’s TikTok Ad Changed the Social Marketing Game for Good” -AdWeek
“Inside Hilton’s 10-Minute TikTok, Inviting Gen Z to Get Comfy and Stay a While” -AdAge
“Was Paris Hilton’s TikTok ad a 10 our of 10?” -Campaign
“How Hilton Made Longform Content Cool Again” -PRWeek
D&AD 2023
Wood Pencil - Entertainment | Use of Talent
Shortlist - Media | Use of Talent
Cannes
Shortlist - Mobile | Social - Mobile-led Influencer & Co-Creation
Shortlist - Social & Influencer | Social Content Marketing - Social Film
The One Show
Silver Pencil - Social Media | Single Post
Silver Pencil - Influencer Marketing | Single Channel
Merit - Social Media | Over 15 seconds
Shortlist - Interactive & Mobile Craft - Writing
Shortlist - Interactive & Mobile Craft - Innovation in Interactive & Mobile Craft
Shortlist - Interactive, Online & Mobile - Online Advertising - Native Ads
Shortlist - Interactive, Online & Mobile - Mobile Video
ADC Awards
Silver Cube - Interactive | Social Media - Campaign
Bronze Cube - Interactive | Video - Online Video
Shortlist - Interactive | Innovation
Shortlist - Advertising | Branded Content/Entertainment - Online Video Long Form
Shortlist - Advertising | Craft in Writing - Online/Social
Shortlist - Advertising | Innovation - Television/Film/Online Video
Shortlist - Advertising | Television/Film/Online Video - Online - Single
Andys Awards
Shortlist - Hilton The Ad You Stay In
Bronze - Craft in Writing | TV / Film /Video
AICP Awards
Silver - Branded Entertainment | Film
Bronze - Film | 61 Seconds to Five Minutes