Introduction of the Young Hotel Brand ‚Moxy‘ in China

Introduction

As an international consulting firm, we were commissioned by Marriott International to introduce their new youth-oriented brand ‚Moxy‘ into the dynamic and highly competitive Chinese market. Our mission was to develop a strategy that not only grabs the attention of Generation Z but also establishes a sustainable brand presence.

The Challenge

‚Moxy‘ deliberately breaks with the conventions of traditional hotel brands and targets an audience that does the same: Generation Z. This young, tech-savvy, and trend-conscious group is known for ignoring traditional marketing methods. To capture their attention, we also had to break the rules.

The market launch needed to be deeply rooted in Chinese subculture to create an authentic connection and achieve significant resonance. Our primary goal was to deliver a „category-first“ approach that generates awareness, social buzz, and lasting brand recognition.

Market Insights

Our comprehensive market research provided crucial insights into the lifestyle habits of our target audience:

• Many young Chinese still live with their parents or share small apartments with friends.
• On weekends, they look for opportunities to spend time with friends, whether by traveling to other cities or staying in affordable hotels in the city center.
• They are actively involved in subcultures and seek brands that reflect their values and interests.

These findings underscored the necessity to position ‚Moxy‘ as more than just accommodation—as an experience destination that embodies the lifestyle of Generation Z.

Our Strategy

Identifying Relevant Subcultures

We explored five main areas of Chinese youth subcultures:

1. Fashion
2. Hip-Hop
3. Gaming
4. Dance
5. Food

Through detailed analyses and focus groups, we found that gaming had the greatest relevance and appeal to our target audience. Gaming stands for interactivity, fun, and community—values that perfectly align with the identity of ‚Moxy‘.

Brand Positioning

With ‚Play‘ as the central brand value, we developed a strategy that placed gamification at its core. Our approach aimed to blur the lines between online and offline experiences, creating a holistic brand universe.

Creative Implementation

Online Activities

• Douyin Campaign: We created interactive and game-related content on Douyin to directly engage Generation Z. Through challenges, filters, and hashtag campaigns, we promoted participation and content sharing.
• Influencer Collaborations: Partnered with well-known gaming influencers and artists who created exclusive content and activated their followings.
• Social Media Engagement: Developed user-generated content initiatives that involved the community and fostered organic growth.

Offline Activities

• Experience Spaces in Hotels: Designed gaming lounges and interactive areas within ‚Moxy‘ hotels that served as meeting points for young people.
• Events and Tournaments: Organized gaming events and competitions that appealed to both hotel guests and the local community.
• Artistic Installations: Collaborated with local artists to create Instagram-worthy installations that reflected the theme of ‚Play‘.

Results

Our four-month campaign achieved impressive results:

• Over 25 million video views across various platforms.
• More than 600,000 likes and countless comments and shares.
• Increase in Brand Awareness: Significant rise in awareness of ‚Moxy‘ within the target group.
• Social Buzz: The brand became a topic of conversation in relevant communities and forums.
• Sustainable Brand Recognition: Built a loyal fan base and established ‚Moxy‘ as a trendy lifestyle brand.

Conclusion

By breaking with traditional marketing approaches and immersing ourselves in the subculture of Generation Z, we established a strong and authentic connection between ‚Moxy‘ and our target audience. Our gamification strategy not only created short-term hype but also laid the foundation for long-term success.

We are proud to have been part of this innovative market launch. This success underscores our commitment to developing tailored solutions that help brands establish themselves in new markets and achieve sustainable growth.

Ready to break the rules and take your brand to the next level? Contact us and let’s achieve great things together.