DreaM HOTELS & RESORTS

LeHotel & its concierge with a weakness for charm

To drive hotel bookings in a fresh and unexpected way, we created an experience that turns a universal behaviour—asking for discounts—into the entire experience.

After all, in hospitality, guests are always looking for upgrades… and we know that being polite to AI tends to get you further.

Enter LeHotel and its concierge, Marcel—a personality-driven AI who rewards charm, punishes rudeness, and always delivers with wit. Guests interact with Marcel in a live chat environment, where every message is judged in real-time.

Be delightful, and you might earn a discount code. Be rude? Expect dry wit, no rewards, and possibly a little shame.

As an Easter egg, users can also tap “Take the Marcel Tour” to unlock a hidden, interactive walkthrough of LeHotel’s finest (and most absurd) facilities—narrated entirely by Marcel.

Part campaign, part theatre, part emotional Turing test—LeHotel reimagines hospitality through humour, personality, and playful reward.

BRIEF

MTN EverydayGigs, a new data product, was not doing as well as intended. It was not popular, and many MTN customers didn’t know much about the offer at all. We need to gather attention, create awareness and showcase the function and perks of EverydayGigs bundles.

INSIGHT

People view buying and loading data as admin-heavy, boring, expensive, etc. To encourage more users to buy/reload data, we need to show them how easy it is. In addition, we need to make clear just how easy, rewarding and affordable this specific data product is.

IDEA

EverydayGigs is your everyday life made easy. we showcase normal, relatable people turning their routine and all its elements into trickshots: exciting and oh so easy, just like the product. Plus, trick shot videos are easily watchable, replayable, and shareable on social.

BRIEF

MTN EverydayGigs, a new data product, was not doing as well as intended. It was not popular, and many MTN customers didn’t know much about the offer at all. We need to gather attention, create awareness and showcase the function and perks of EverydayGigs bundles.

INSIGHT

People view buying and loading data as admin-heavy, boring, expensive, etc. To encourage more users to buy/reload data, we need to show them how easy it is. In addition, we need to make clear just how easy, rewarding and affordable this specific data product is.

IDEA

EverydayGigs is your everyday life made easy. we showcase normal, relatable people turning their routine and all its elements into trickshots: exciting and oh so easy, just like the product. Plus, trick shot videos are easily watchable, replayable, and shareable on social.

BRIEF

MTN EverydayGigs, a new data product, was not doing as well as intended. It was not popular, and many MTN customers didn’t know much about the offer at all. We need to gather attention, create awareness and showcase the function and perks of EverydayGigs bundles.

INSIGHT

People view buying and loading data as admin-heavy, boring, expensive, etc. To encourage more users to buy/reload data, we need to show them how easy it is. In addition, we need to make clear just how easy, rewarding and affordable this specific data product is.

IDEA

EverydayGigs is your everyday life made easy. we showcase normal, relatable people turning their routine and all its elements into trickshots: exciting and oh so easy, just like the product. Plus, trick shot videos are easily watchable, replayable, and shareable on social.

BRIEF

MTN EverydayGigs, a new data product, was not doing as well as intended. It was not popular, and many MTN customers didn’t know much about the offer at all. We need to gather attention, create awareness and showcase the function and perks of EverydayGigs bundles.

INSIGHT

People view buying and loading data as admin-heavy, boring, expensive, etc. To encourage more users to buy/reload data, we need to show them how easy it is. In addition, we need to make clear just how easy, rewarding and affordable this specific data product is.

IDEA

EverydayGigs is your everyday life made easy. we showcase normal, relatable people turning their routine and all its elements into trickshots: exciting and oh so easy, just like the product. Plus, trick shot videos are easily watchable, replayable, and shareable on social.

MARCEL'S CASE STUDY

Marcel turns the simple act of asking for a discount into a test of charm—where only the delightful pass. Here’s the journey from start to finish.

LeHotel Original Content

Marcel isn’t shy to speak his mind. Explore some of the interesting and outlandish thoughts he shared with visitors during their stay at lehotel.co.za.

THE MARCEL TOUR

Tap “Take the Marcel Tour” (if you can find it)
to unlock a hidden walkthrough of LeHotel’s finest
facilities—personally narrated by Marcel himself.
Expect charm. Expect judgement. Possibly both.

BRIEF

MTN EverydayGigs, a new data product, was not doing as well as intended. It was not popular, and many MTN customers didn’t know much about the offer at all. We need to gather attention, create awareness and showcase the function and perks of EverydayGigs bundles.

INSIGHT

People view buying and loading data as admin-heavy, boring, expensive, etc. To encourage more users to buy/reload data, we need to show them how easy it is. In addition, we need to make clear just how easy, rewarding and affordable this specific data product is.

IDEA

EverydayGigs is your everyday life made easy. we showcase normal, relatable people turning their routine and all its elements into trickshots: exciting and oh so easy, just like the product. Plus, trick shot videos are easily watchable, replayable, and shareable on social.