Curate creates social content for Park Hyatt Zurich and TCS
Curate, the up-and-coming social content collective, has created one of Switzerland’s first «vertical videos» for the 5-star Park Hyatt Zurich hotel. The TCS is also relying on the agency—founded by bloggers—for a Facebook campaign.
The 5-star hotel Park Hyatt Zurich has entrusted Curate with the creation of social content in the form of photography and video for the #LuxuryIsPersonal campaign. For the realization of the video clip, the young collective fully engaged with the needs of mobile users and created one of the first "vertical videos" in Switzerland for Park Hyatt Zurich.
The emotionally designed campaign film draws attention to an individually bookable luxury experience that Park Hyatt Zurich has developed especially for guests with special requirements.
The film was realized simultaneously for landscape-format desktop and portrait-format mobile use.
"Vertical videos" as the answer to mobile first
The advantage of "vertical video" is that the user no longer has to turn their cell phone to view the video clip in full size. For Carrie Meier-Ho from Curate, there is no way around the new format in the age of mobile internet use: "Vertical videos are the logical response to Mobile First and the rapidly increasing importance of Instagram Stories and Instagram TV in product and brand communication. With "vertical videos", we can implement a completely new dimension of storytelling for brands on mobile devices."
Oliver Lips, responsible for the cinematic realization at Curate, is enthusiastic about the possibilities of the new format: "Today, smartphones are almost exclusively held in portrait format. Nobody wants to turn their cell phone just for a video clip. Snapchat was the first to realize this and introduce portrait format videos. However, the format has only become indispensable since Instagram Stories and Instagram TV were introduced and YouTube now also supports vertical videos. Thanks to the portrait format, the entire screen can be used, which is impossible in landscape format. This makes the message much more effective on mobile devices."
To ensure that the video can be used in both portrait and landscape format, the corresponding technical requirements must be taken into account during production.
TCS (Touring Club Switzerland) also opted for Curate and commissioned the agency to create a campaign to promote the TCS Occasions Test. The campaign of the TCS Waldstätte section aims to raise awareness of the service among social media users and highlight the benefits of the certificate.
Curate implemented the campaign with an animated social media teaser. It was developed in two different subjects and is currently being advertised on social media.
The mandate includes conception, creation and campaign management.
