Matchbox: The Concept Hostel
08
DIPLOMA FINAL YEAR PROJECT
2015
BRANDING, ADVERTISING, ART DIRECTION, ILLUSTRATION
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Matchbox is a capsule style hostel that caters to people travelling on budget. Matchbox has all the conveniences a traveller is looking for. However, travellers today are open to many options of budget accommodation in Singapore and there are many other competitors around the same location as well.
COLLABORATORS — ANN, CHOOLIN
BRAND EXPERIENCE
We set out to rebrand Matchbox to reflect a friendly and bold personality — by making use of bold, vibrant colours as well as illustrative visuals.
Matchbox is a capsule style hostel that caters to people travelling on budget. Matchbox has all the conveniences a traveller is looking for. However, travellers today are open to many options of budget accommodation in Singapore and there are many other competitors around the same location as well.
COLLABORATORS — ANN, CHOOLIN
BRAND EXPERIENCE
We set out to rebrand Matchbox to reflect a friendly and bold personality — by making use of bold, vibrant colours as well as illustrative visuals.
INTEGRATED CAMPAIGN
Problem
People feel insecure about going to a foreign place.
Insight
People feel a sense of security if they know beforehand who are the people they are about to meet.
Solution
"Feel a little less foreign, meet familiar strangers."
A campaign that connects travellers even before they enter Matchbox by creating an interactive website that allows travellers to know who they are sharing the space with even before their stay.
Problem
People feel insecure about going to a foreign place.
Insight
People feel a sense of security if they know beforehand who are the people they are about to meet.
Solution
"Feel a little less foreign, meet familiar strangers."
A campaign that connects travellers even before they enter Matchbox by creating an interactive website that allows travellers to know who they are sharing the space with even before their stay.
Phase 1:
Awareness
Awareness
Brand key film will be released on social media sites, introducing the interactive website. The film addresses the concerns people had about going to a foreign place, meeting new people and sets out to make people feel totally relaxed about it.
Phase 2:
Appeal
Appeal
Launch an interactive website that is exclusively available for travellers who booked their stay at Matchbox. After their booking confirmation, they would be direct to this page where they could customise their avatar. Then, they would be able to see the interest of the people whom they will be sharing the space with during their stay. To get even familiar with each other, they could drop them a personalised message. In this way, people are already acquainted even before meeting each other, creating a unique Matchbox community.
Phase 3:
Advocate
Advocate
Get travellers who stayed at Matchbox to recommend and tell their story in Singapore on Matchbox's community page. Allow them to share and let the world know the amazing places they've been. Make all of them feel a little less foreign. At the end of the day, Matchbox owns a unique community that connects people even before they meet. Eliminating feeling foreign, increasing brand awareness.
Watch the case film —
Feel a little less foreign, meet familiar strangers ︎