Category: Titanium and Integrated
Advertiser: IBIS
Product/Service: HOTEL
Agency: Y&R PARIS
Date of First Appearance: Jun 17 2010
Creative Director: Les Six/Jorge Carreno (Y&R Paris)
Creative Director: Les Six/Robin de Lestrade (Y&R Paris)
Copywriter: Jamie Standen
Art Director: Mark Forgan
Creative Director: Christophe Huck (Wunderman Paris)
Account Supervisor: Christophe De Jandin (Y&R Paris)
Media placement: TV - M6/CANAL+/TF1/FRANCE TV - 17th June 2010
Media placement: SOCIAL NETWORK - Facebook, Youtube... - 17th June 2010
Media placement: OUTDOOR - Hotel - 17th June 2010
Media placement: PRESS - Marca/El Pais/Qué - 17th June 2010
Media placement: BANNIERS WEB - Voyage/Météo France - 17th June 2010
Describe the campaign/entry
Ibis offers a summer promotion, 10 or 15 euros off each night all over Europe. The main communication objective was to make this "classic" promotion sexy and create buzz.
Describe how the campaign/entry was launched across each channel in the order of implementation
We produced a real band "tenor15" to endorse the promotion and break the code of the category. They enjoy the promotion in the ibis hotel during their European tour, but are disillusioned when they realise that you don't have to be a star to get this privilege. A real brand means a real music video clip, a real tour, real Facebook fan pages, a real Myspace, a page on YouTube and a real night in Ibis. Everything takes place in the ibis hotel, as it is during rockstar tours. We recorded "behind the scene" videos to make it even more real and deliver the ibis plus product.
Give some idea of how successful this campaign/entry was with both client and consumer
RESULTS:
Clients:
- Interview on TV of ibis communications director.
- Articles in professional magazine (equivalent of 450,000 euros).
- +34% booking on ibishotels.com.
- +8 millions visitors on ibishotels.com.
- More than 1 millions roomnights sold.
Agency:
- Dozen of articles in pro press: Stratgies, Cb News...
A lot of leader blogs talked about the operations.
- Articles in economic magazines like Les Echos.