Hospitality has historically been an industry focused on service, property or local culture-related brand experiences. However, consumers’ expectations of the hotel brand experience continue to evolve. Moxy's target audience are Fun Hunters, who not only seek fun through various hotel experiences through service and property, but also seek experiences that have shaped their generational identity.

To magnifying the Moxy brand experience to Fun hunters, who is digital first and seek fun through various experience in their own way, and on their own terms, we decided to bring the virtual world into physical hotels.The “Moxy Universe, Play Beyond” was created as a place where people can freely express themselves, create their ideal identity and even multiple ones and connect with other Fun Hunters in a judgment-free zone. This is the belief embedded in Moxy’s DNA—the desire and space to provide travelers with diverse ways of self expression and build like-minded communities rooted in celebrating inclusivity. As a brand that is both playful and stylish, Moxy breaks the rules of a conventional hotel stay. From the check-in counter to the gym and even in the room, every guest of Moxy hotel would enjoy the exciting mixed reality experience with their avatars.

To interpret Moxy’s brand experience beyond only focusing on the services and property in the hotel but to be more relevant to our fast-growing and digital first young travelers, we decided to tap into the gaming market. According to the China export report, we know that the young generation are more expressive and more willing to connect with anyone they want in a virtual world, where they can create and live the real themselves. But how to utilize the values and experiences that make gaming culture and integrate Moxy’s brand experience, play on, for Fun hunters? Augmented Reality is an ultimate opportunity for us to magnify the Moxy brand experience, which invites guests to live in the moment, express themselves and blur conventional hotel hardware and service boundaries by providing a unique playful service culture.

The “Moxy Universe” experience started when guests entered the hotel. While guests are waiting for the check-in at the counter, by scanning an AR marker placed at the bar counter, guests are treated to an animated welcome message—a cue to the exciting mixed reality experiences they are going to enjoy during their stay at Moxy. Not only showing the excited welcome animation to our guests, they can create and customize their avatars, choosing from 122 features and 344 designs with over a billion possible unique avatar combinations on the microsite. Once their avatars are created, guests have the option to generate their own Moxy poster to share online. In addition to the Moxy hotel location and their name, guests can choose different poses and animations for the avatar to feature in the poster. Through these posters, travelers can digitally discover and travel Moxy hotels across APAC via their avatars.

The hologram animation assets on Wechat, Tiktok, FB/IG, and Youtube have helped to build Moxy brand awareness among young consumers in China/ Taiwan/ HK/ JK and KR. The assets have successfully created 105 Mio impressions (23%+ versus Planned Media target). Other than that, Moxy hotel also gained +237% uplift on TikTok/Douyin Brand Serach Trend. Not only built awareness, for the KOL content, which expresses the entire “Moxy Universe” experience, has gained 8.53% engagement rate on social media, which is 2x higher than industry benchmark. During the campaign period, the “Moxy Universe, Play beyond” campaign has help the brand to increase sales ROI to 11.6 (versus the targeted sales ROI is 9.2)