Title	THE STOLEN BATHROBES
Brand	CLUB MED
Product/Service	TOURISM & LEISURE
Category	A04. USE OF AMBIENT MEDIA: SMALL SCALE
Entrant Company	SAATCHI & SAATCHI + DUKE Saint-Denis, FRANCE
Advertising Agency	SAATCHI & SAATCHI + DUKE Saint-Denis, FRANCE

Name	Company	Position
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

Results and Effectiveness

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.

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 by the Brand Marketing Director himself and encouraged to book new holidays at the Club.

Insights, Strategy and the Idea

Club Med is a well-known French holiday company and France's favorite holiday all-inclusive resorts. Yet, most of their customers travel with them only once a year, for significant family holidays abroad. So how to encourage those enthusiast customers booking and visiting Club Med resorts more than just once a year? The major constraint: no media budget. 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, to encourage them to book a new trip as soon as they're back home.