Case Study
MIAMI MUSIC WEEK
CAMPAING
NEXX MOTELS
CONTEXT
During Miami Music Week, NEXX Motels launched the “Let the After Party Begin” campaign to enhance brand visibility and engagement. This campaign featured various activations, including distributing custom condoms, billboards, digital ads, and social media content with catchy slogans to promote safe practices and the motels.
BUSINESS
CHALLENGE
Overcome the negative perceptions of motels by highlighting
NEXX’s unique, modern, and safe offerings.
OBJECTIVES
Increase brand awareness and
engagement among
Miami
Music Week attendees.
Position NEXX as an elevated
and safe option to keep
the party going.
Promote safe practices through
interactive activations.
STRATEGY
Creative
Design
Developed playful and
suggestive phrases like:
“Where to? Nexx!”
“Unlockyour Nexx Adventure”
“Wrap Up Your Nexx Surprise”
and
“Let the After Party Begin”
Cultural Integration
Incorporated elements of Miami culture and nightlife into the campaign messaging.
Interactive Elements
Added QR codes on the
wrappers linking to engaging landing pages
Marketing Initiative
Launched the slogan
“Let the After Party Begin”
as the overarching theme,
which evolved into a
long-running
brand campaign.
EXECUTION
Distribution
Street team handed
out branded condom
wrappers during
Miami Music Week.
Engagement
Encouraged social media
interaction with
targeted social media
campaigns targeting
attendees to
MMW festivals.
OOH
Ran an aggressive
DOOH billboard
campaign that spanned
across both vehicle
and foot traffic visibility.
Online Content
Created engaging
digital ads and social
media content to
promote the campaign
and interact with
the audience.
OUR IMPACT
Increased social
media mentions
and engagement.
Over 2,000%
increase in
website traffic.
Set the Record for
highest number of
reservations in the
history of
NEXX Motels.
This is the heading
NEXX becomes
synonymous with
“Let The After Party Begin”
with surveys confirming
remembrance of campaign.
Record breaking
conversions for number
of reservations.
RESULTS
The Miami Music Week campaign successfully enhanced Nexx Motels’ brand visibility and positioned it as an elevated, modern choice.
The “Let the After Party Begin” slogan became a lasting campaign, demonstrating BNMR GLVZ’s ability to create impactful and
enduring marketing strategies. The campaign led to record-high conversions, showcasing the effectiveness of combining creative marketing with strategic engagement efforts.
