: Case Study: How OYO drove Brand Awareness amidst family travellers through storytelling campaign #IndiaNEWS #Case Studies This Case Study explores what went behind the scenes of the OYO campaign

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Case Study: How OYO drove Brand Awareness amidst family travellers through storytelling campaign #IndiaNEWS #Case Studies
This Case Study explores what went behind the scenes of the OYO campaign with multiple videos featuring Kalki Koechlin, Kunal Kapoor, and the infamous Assi Reach Gaye kid. For each video, the brand created a dedicated media plan focused on driving views among relevant audience.



The Case Study of the OYO campaign includes insights into conceptualization and execution, along with statistics on the results garnered.



Category Introduction



As of 2019, it is estimated that there were on an average 54 million short-stay storefronts globally. Out of these, only ~10% of storefronts are organized under traditional brands. From 2015 to 2019, the total short-stay accommodation market grew at 7. 5% CAGR to reach around 1. 3 Tn USD in 2019. While the industry dipped in 2020 due to COVID-19 restrictions, it is projected to revive back and reach US$ 1. 1 trillion in 2021. Going forward, the industry is projected to grow at 6. 6% CAGR from 2021 to 2030 to reach US$ 1. 9 trillion in 2030.



Brand Introduction



OYO is a technology platform in the hospitality ecosystem, on a mission to build technology products and revenue management services of choice for hotel and home entrepreneurs. These Patrons (hotel and homeowners) then help provide accommodation of choice to our guests around the world.



The OYO Customer App is the third most downloaded travel mobile app globally with and most downloaded in Asia, in 2020 (as per Sensor Tower).  The objective of social media has been to drive consideration amongst premium and family travelers by amplifying the renewed brand positioning.  



Summary



OYO recently launched a multi-film campaign that featured several actors such as Gul Panag, Kalki Koechlin, Chitrangada Singh, and Kunal Kapoor, who brought to life the many day-to-day stories of travelers. Over the pandemic, travelers not just in India but across the world have adapted and evolved their travel habits and preferences. Travelers now place higher trust and confidence in brands that provide flexibility and personalization.



With this insight at the heart of its campaign, OYO aimed to spread awareness about the key features on the OYO App such as ‘nearby stays’, ‘easy cancellation’, and ‘search the view’ through campaign films across all OTT platforms, TV and Social media.













Problem Statement/Objective



OYO is trying to expand its audience and remain top of mind when customers plan to travel again by driving consideration and changing/creating a perception about the brand that OYO has evolved into. The brand has been in Indian the market for nine years and has built a budget-friendly reputation and is widely associated with young people and the SMB sales force, the core cohorts that drive business.

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