In the final stretch of peak travel season from, 8/14 – 9/4, Motel 6 needed to ensure we’re top of mind when travelers are choosing their stay and be their preferred choice.
The objective was to increase brand awareness of Motel 6.
We partnered with Tom Bodett, the iconic distinct voice of Motel 6, to bring this short spot to life. Only problem? It’s a nearly impossible task to say anything meaningful in such a short time span.
So instead of fighting it, we called out the elephant in the room. We started by linking the 6-second spot to the 6 in our name, Motel 6, and used it as a visual counter with the clock ticking. As the seconds count down, Tom does his best to emphasize our key RTBS (ex. great low rates and pets to stay free) but he gets cut off every time.
By leveraging humor, along with some of the most compelling reasons to stay, we were able to quickly catch the attention of our audience, stand out, and be remembered.
These quick-get ads were successful in increasing top-of-mind awareness for Motel 6, with an average VCR rate of 94%.
