Mandarin Oriental

Letters to Neighbours

Mandarin Oriental Singapore was closing its doors for a 6-month renovation. As a hotel that prides itself for its exceptional hospitality, one question popped up: In our absence, where would our guests stay? The solution was to ask our competitors for a favour to prove we have them in mind, always.

Effie Awards Singapore : 2x Gold (Small Budgets)
Spikes : 2x Silver (PR, Direct), 2x Shortlist
Cannes : 2x Shortlist (PR Brand Voice & Strategic Storytelling, Luxury Brand Storytelling)
Singapore CCA : Best of Category & Gold (Direct), Gold (PR), Silver (Social & Influencer), Bronze, Finalist
NYFestivals : 1 Silver, 1 Finalist
AdStars : 1x Crystal
Andy Awards: Shortlist
Adfest: Bronze (Direct), 1 Finalist

The letters:

We seeded the letters through PR and social. The idea had $0 in production, all executed by the agency team and had $0 in media investment. But reached over 100 thousand people on social, 90% of which were our competitors' followers, and got over 20 million impressions, resulting in fully pre-booked hotel for the entire opening week.

Forsman & Bodenfors Singapore

Creative team:
Ivan Guerra
Gary Lim
Farhan Darma
Firrdaus Yusoff

Shot and edited by Jason Feng, Head of Studios F&B Singapore