DNALL

Accor is one of the world’s largest hotel chains, offering aspirational experiences such as 5-star restaurants, premium rooms, spas, massages, and more. All within the exclusive treatment of renowned luxury hotels like Grand Mercure, Sofitel, Fairmont, among others.

To connect with the sophisticated audience who frequents these hotels, we created a campaign that appealed to a sense of exclusivity. We launched the world’s first genetics-based promotion, rewarding people who had the Travel Gene: a gene present in about 20% of the population that triggers a biological need to travel.

  • Based on the scientific discovery of the Travel Gene, instead of launching a traditional campaign, we thought beyond the conventional and created DNALL — the world’s first genetics-based promotion.

    First, we partnered with a renowned genetics lab to develop our own test capable of detecting the 7R variation in the DRD4 gene. It took months of research and development to ensure the test was safe, simple, and reliable.

    Then, through a multimedia campaign, we introduced the discovery to the public — evoking surprise in those who had never heard of it and sparking curiosity about whether they carried the Travel Gene.

    We offered the test to people who signed up for the ALL loyalty program, helping grow our customer base. Those who tested positive for the Travel Gene received loyalty points, prizes, and exclusive benefits at any Accor hotel around the world.

  • The strategy was to tap into the public’s curiosity. The insight came from research and data showing that Brazilians are passionate about travel. When we discovered the Travel Gene, we identified a trigger that would spark interest and create an opportunity to drive traffic to the ALL loyalty program.

    In this context, we launched a multimedia campaign to grab people’s attention. A launch film for the internet, OOH materials inside hotels, and social media assets invited everyone to find out if they had the gene.

    Next, we partnered with influencers from different fields — behavior, travel, science — to take the test and share the experience as content on their channels, inviting their followers to sign up for ALL and receive their kit at home.

  • The idea became one of the biggest customer engagement initiatives in Accor's history. It was a hit for the brand and received great feedback on social media.

    We managed to connect in a more creative way with the “traveller” audience, creating content that was relevant and sparked their curiosity. As a result, we changed the behavior of thousands of Brazilians who had never subscribed to a loyalty program:

    DNALL was a success on several fronts and achieved the highest number of sign-ups in the history of Accor's loyalty program in Brazil.

    ● The first genetics-based promotion in history

    ● 24% increase in new sign-ups for the loyalty program

    ● Nearly 8,000 new sign-ups in 1 week

    ● 28% increase in website visits

    ● 300% increase in search during the campaign week

    ● Tests sold out in less than 1 day