Lively was asked to create an experiential campaign for Hostelworld that would excite its followers and change the perception of hostels more widely. Creating entertaining content that could be leveraged globally would be key to making an impact internationally.
We worked with Hostelworld to create the first ever 'live-in' sand hostel. Twenty-four tons of sand were used to build an eight-bed dorm and a private double room. Lively also collaborated with local creative producers responsible for the set design on the last Mad Max movie.
We partnered with the Gold Coast Tourism Board, who were keen to update the region's image and attract young travellers, and worked with them to bring in relevant brand and local partners. A competition was launched to win a night's stay in the sand hostel. Finally we planned and created a content strategy to ensure awareness and engagement throughout the activation, working closely with the client's internal marketing and social teams before, during and after the activation.
The results were incredible. The campaign reached over 41 million people and engaged 5.5 million with articles, videos, livestreams and other activities. The competition netted 21.5 million entries, making it Hostelworld's most engaged global competition to date.