Title	THE ULTIMATE SLEEP
Brand	IBIS
Product/Service	IBIS
Category	A01. FICTION: SERIES OR FILM
Entrant Company	BETC Paris, FRANCE
Contributing Company	BETC Paris, FRANCE

Name	Company	Position
Stephane Xiberras	BETC	Executive Creative Director
Antoine Choque	BETC	Creative Director
Annick Teboul	BETC Digital	Creative Director
Jordan Lemarchand	BETC	Art Director
Sylvain Paradis	BETC Digital	Art Director
David Tamayo	BETC Digital	Art Director
Julien Deschamps	BETC	Copywriter
Guillaume Rebbot	BETC Digital	Copywriter
Hugo Diaz	BETC	Executive Producer
Jean/Noel Perrin/François Brogi/Antoine Clemenceau/Stéphanie Mayer/Sebastien Bou	BETC	Agency Management
	Anonymous	Digital Studio
Antoine Dubois	Ibis	Brand Management
Lara Faguais	Ibis	Brand Management

The Campaign

No particular restrictions on Branded Entertainment in France in this business sector (tourism).

Results

Developed by 60 engineers, involving over 3,000 working hours, IBIS innovates by designing the Sweet bed by ibisTM. This bed breaks all accepted codes in the economy hotel segment, offering absolute comfort and making IBIS hotels the best place to sleep. The aim of this operation was to demonstrate the bed's technical superiority to the general public, reinforcing the brand's promise of 'a good night's sleep' and spreading it throughout the world. The problem was simple: how can the bed's performance be demonstrated, how can the quality of sleep it offers be highlighted, without the content becoming soporific? So we created a concept: the ultimate sleep, sleep under extreme duress. We mounted an expedition to find a place to sleep where no one has ever slept before: on the top of Mount Roraima, in the heart of the Amazon jungle, on a windswept, cloud-capped peak. The content was therefore enshrined in the documentary that tracked this adventure, step by step. The challenge was to mount a real expedition, a true adventure with all its exciting ingredients: - a team of real adventure-seekers, not actors, with its two heroes being actual experienced explorers (see Brazil 9000), accompanied by a doctor, a producer and a production assistant - a partnership with Columbia for the expedition equipment - a production by Vice, a benchmark in web documentaries of this kind The content is intended to be viewed not as a simple video but in digital platform format. Developed entirely in HTML5, the platform offers a spellbinding full-immersion experience: an interactive intensity line, additional content, multi-camera scenes, a 360° view of the summit of Mount Roraima, double cameras manned from a helicopter, etc.

Special PR initiative, deployed in several phases: - Phase 1: Sending of specific PR teaser one month before launching of the site. - Phase 2: 6 world press events/blog on 21 January (Berlin, London, Rio, Surabaya, Madrid, Lisbon) - Phase 3: distribution of press release, broadcasting of a long-format trailer and relay of ibis-expedition.com site to all the press. Thereafter, a media initiative: - On-line broadcast of a 30' trailer in over 10 countries worldwide (France, the UK, Australia, Brazil, etc.). - Broadcasting of a TV drive-to-site spot in Brazil.

The operation and platform achieved their objectives of visibility for the IBIS brand. A month and a half after the launch, the results exceeded the brand's expectations: - Over 200 press or web articles in over 30 countries, on all continents. - 1.5 million individual visitors to the site (versus a target of 700,000) - 2.3 million viewings of the trailer, with over 20% viral marketing. - 30% increase in the number of Facebook fans - And above all, proof of the interest stimulated by the content: the average time spent on the site was 6'30', more than double the usual figure for brand advertising sites.