Sleepdays Ambient, DM, Case study Hotel Highway [image] by Hakuhodo Kettle Tokyo

Adsarchive » Ambient , DM , Case study » Sleepdays » Hotel Highway [image]

Hotel Highway [image]

Pin to Collection
Add a note
Industry Department Stores & Shopping Malls
Media Ambient, Direct marketing, Case study
Market Japan
Agency Hakuhodo Kettle Tokyo
Creative Director Shota Hatanaka, Jyutaro Mochizuki
Art Director Yuhei Ito, Shoma Shoji
Released December 2017


Media Lotus Best Use Of Ambient: Large Scale Silver
Direct Lotus Best Use Of Direct Ambient: Large Scale Silver
Direct Lotus FIELD MARKETING Silver

Credits & Description

Company Entering : Hakuhodo Kettle Inc., Tokyo
Brand : Sleepdays
Advertiser : Two Inc.
Agency : Hakuhodo Kettle Inc., Tokyo
Creative Director : Shota Hatanaka/jyutaro Mochizuki
Art Director : Yuhei Ito/ Shoma Shoji
Planner : Kentaro Muraishi/rintaroh Matsuyama
Pr Planner : Wataru Seki
Designer : Misato Saito
Producer : Nobutoshi Kawashima
Film Production Company : Taiyo Kikaku Co., Ltd., Tokyo/tokyo, Tokyo
Director : Yohei Osabe
Cinematographer : Hideyuki Hashimoto
Gaffer : Masao Ibaraki
Grip : Ooe
Art : Toshihide Sakai
Executive Producer : Toshiyuki Takei
Film Producer : Shinya Masuda
Dit : Atsumasa Kachi
Sty : Atsumi Yamazaki
Edit : Jyunya Otsuka/rintaro Kozasa
Music : Daisuke Jo
Hair & Make-up : Noriko Sato
Post-production Company : Hakuhodo I-studio Inc., Tokyo
Front-end Engineer : Dovanda Dimmo/tomonori Nomura/toshiya Suzuki
The brief :
Sleepdays is a new bedding manufacturer based on the concept of “best sleep, everywhere.” compared with competing brands such as ikea and simmons, sleepdays has lower name recognition and has few stores. However, their product quality is very competitive. In such market conditions, our objective was to come up with an idea to get more customers
To experience the quality of our vaunted products.
The strategy :
The place where we chose for the users to experience
The products is not conventional. It’s not in stores or houses, but on a highway. In japan, over 10,000 accidents occur annually on highway. Surprisingly, half of the highway accidents in japan are caused by drowsy driving. Japanese people are
Hard-working that they tend to continue driving without taking a rest on highways. So, we thought that tired highway drivers would be our potential customers who need our products the most which helps them with better sleep.
The execution/the execution & craft :
We opened the world’s first hotel at a rest area on the tomei expressway, which has the largest traffic volume in japan. Guestrooms are the driver’s cars. We made the car a relaxing nap room with sleepdays’ products. When a driver arrives in
The rest area, sleepdays’ concierge turns the car interior into
A comfortable bedroom like a hotel suite. We also offered
A wake-up call so that drivers won’t oversleep, and a room service that delivers meals and drinks. In this way, parked cars were transformed into the guest rooms of hotel highway,
And a new media of products.
The result :
A flood of reservations made the hotel fully booked in an instant with tired drivers. Refreshed drivers shared the reputation on sns, and the products were sold like hotcakes! Detailed results are as follows. - achieved 160% of product sales year-on-year. - gained 20 million impressions, social media brand mentions increased to 450% within a month. - recorded over 90% occupancy rate constantly. - the number of traffic accidents in september on the tomei expressway was reduced from 37 accidents to 18 accidents,compared with last year.