Ibis Hotel Promo TENOR15 by Wunderman Paris, Y&R Paris

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Industry Hotels & Resorts
Media Promo & PR
Market France
Agency Wunderman Paris
Agency Y&R Paris
Creative Director Jorge Carreno, Les Six, Christophe Huck
Released June 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: IBIS
Product/Service: HOTEL
Agency: Y&R PARIS
Date of First Appearance: Jun 17 2010
Entrant Company: WUNDERMAN, Boulogne-Billancourt, FRANCE
Creative Director: Christophe Huck (Wunderman)
Creative Director: Les Six (Y&R Paris)
Account Manager: Christophe De Jandin (Y&R Paris)
Account Manager: Xavier Barbagelata (Y&R Paris)
Media placement: TV - TF1, M6... - June 2010
Media placement: PRESS - Gala, Metro... - June 2010
Media placement: OUTDOOR - In Store - June 2010
Media placement: BANNIERES - Meteo France.. - June 2010
Media placement: RADIO - / - June 2010
Media placement: SOCIALS NETWORKS - Facebook... - June 2010
Media placement: INTERNET - You Tube, Dailymotion.. - June 2010

Describe the objective of the promotion.
“In May 2010, Europe’s leading mid-range hotel chain, Ibis, launched a major promotional operation covering more than 600 hotels in Europe, Africa and the Middle East, promising a reduction of 10 or 15 € per night per room per night, valid from July 9 to September 5, 2010.

The objectives:
1) Create some awareness and some buzz around this seasonal promotion, shifting with the ordinary promotional codes.
2) Boost the bookings on the hub www.ibishotels.com during the summer period.

Describe how the promotion developed from concept to implementation.
This full-integrated campaign relies on a creative concept showcasing TENor15, a rock band that is getting back together again for a 2010 summer tour to delight its fans across Europe.
The band members are seasoned travellers who stay at Ibis because it provides a wide range of benefits and solutions to their needs, such as
24/7 services and breakfast from 4:00 a.m. to noon. The group proudly accepts Ibis’s discount, thinking it’s a tribute to their fame and a privilege that comes
with their celebrity status. The key message of this “story telling” campaign: “You don’t have to be a star to get a €10 or €15 per-night discount when you stay at Ibis.”

Explain why the method of promotion was most relevant to the product or service.
The « story telling » proved to be the best way to generate awareness and trigger some buzz around the promotion. The permanent link with the daily life in the Ibis hotels was established in all the “behind the scene” videos and in the music clip, starring the band in different absurd situations.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The result was exceptional in terms both of image and traffic: 5 million visitors to ibishotels.com, 100,000 views on YouTube, 1,300 fans on Facebook, 90 million TV contacts, and 200 articles appearing in the press and on TV. In terms of business, the campaign has helped to generate 350,000 reservations on the ibishotels.com site during the summer, representing an increase of 34% over the previous year.