| Title | THE STOLEN BATHROBES |
| Brand | CLUB MED |
| Product/Service | TOURISM & LEISURE |
| Category |
B02. BEST LOW BUDGET CAMPAIGN |
|
Entrant Company
|
SAATCHI & SAATCHI + DUKE Saint-Denis, FRANCE
|
|
Advertising Agency
|
SAATCHI & SAATCHI + DUKE Saint-Denis, FRANCE
|
Credits
| Frédéric Temin |
SAATCHI/SAATCHI/DUKE |
Chief Creative Officer |
| Timothée Gaube |
SAATCHI/SAATCHI/DUKE |
Copywriter |
| Olivier Gamblin |
SAATCHI/SAATCHI/DUKE |
Art Director |
| Nicolas Orsoni/Durand |
SAATCHI/SAATCHI/DUKE |
Head Of Planning |
| Romain Butel |
SAATCHI/SAATCHI/DUKE |
Motion Designer |
| Roxane Roullier |
SAATCHI/SAATCHI/DUKE |
Account Director |
The Brief
Club Med is a well-known French holiday company, offering luxury all-inclusive resorts in the most
beautiful spots on earth. Club Med is France's favorite holiday resorts, yet most of their customers
travel with them only once a year, for significant family holidays.
But with more than 80 resorts on 5 continents for summer and winter holidays, 'once a year' is far
from what Club Med could really offer.
So how to encourage those enthusiast existing customers booking and visiting Club Med resorts
more than just once a year?
The major constraint: no media budget.
Creative Execution
We created the first ever bathrobes broadcasted campaign.
A campaign automatically launching itself at exactly the right time: several days after clients went
back home, when they crave for new holidays.
1) We used 'removable ink' to hide a secret message on Club Med's ordinary bathrobes.
2) We disposed them on every client's room in the Albion 5-star resort, on their last day of
vacation.
3) Once at home, each bathrobe revealed a hidden message after a first washing, driving
customers to a dedicated website.
4) Then, 'bathrobe thieves' were congratulated and encouraged to book new holidays at the Club.
Describe the creative solution to the brief/objective.
As we could not afford full media pressure throughout the year neither any expensive stimulation,
we had to look for new ways of getting our consumers attention to increase their booking
frequency.
So we found an unusual touchpoint that we could turn into free media: the Club Med's stolen
bathrobes (as 25% of the bathrobes are usually stolen by customers in luxury resorts).
Our solution: leverage this 'holiday souvenir' many Club Med fans have in their home (now part of
their daily life) to encourage them to book a new trip as soon as they're back home.
Results
The overall production cost:
2544€ for a special ink marking on 530 bathrobes
12,000€ for the dedicated website and the video recording.
Total cost: 14,544€
0€ media buget.
So far, 82% of the 'bathrobe thieves' visited the site and 32% of them booked an extra trip at Club Med (132 families reached from which 42 booked and additional trip). With an average 5-star trip cost of 11,000€ for a family it represents an estimated additional business of 462,000€ for Club Med.
Total additional profit generated: 447,456€ (estimated)
A success turning a direct loss into a free media campaign