SNAP' EYES BY IBIS

ClientACCORHOTELS
Category D01. Social for Mobile
TitleSNAP' EYES BY IBIS
Product/ServiceIBIS HOTELS / IBIS BUDGET / IBIS STYLES
Entrant MRM//McCANN PARIS, FRANCE
Idea Creation MRM//McCANN PARIS, FRANCE
Production MRM//McCANN PARIS, FRANCE
Credits
Name Company Position
GUILLAUME PAQUIN MRM//McCANN Executive Creative Director
Yvan Archimbaud MRM//McCANN Art Director
Laurent Hermez MRM//McCANN Copywriter

The Campaign

Snap’Eyes : 3 journey through Snapchat’s Spectacles guided by you, you and you ! A digital travel influencer allows us to literally live a 6 days journey to visit London, Barcelona and Berlin through his eyes, thanks to the new connected sunglasses from Snapchat - the Spectacles - in a fun and alternative ton. More than just following him, he invites us to take control of his trip and lead it towards our preferences and travel motivations… Sports fan => let’s send him to a skatepark, a hidden field… Urban explorer => let’s drive him through the secret side of every city. Gastronomy fan => I’ll decide what he will eat. Good plans addict=> I’ll share my good plans with him In that way, his travel becomes mine, his destinations are my motivations.

Creative Execution

Duration: one-week activation from july 10th. 6 days to make the community discover London, Barcelona and Berlin: 3 Millennials friendly destination, through our 3 hotel brands. Mobile first content produced with mobile devices: around 50 snaps per day shot with a smartphone and the Spectacles. The authenticity and using the snapchat narrative code (point of views, stickers, stories..) also participates in the very native integration of the brand. An agile team to produce the content: influencer, social media manager, client brand team, creative and project manager: the entire team and material should travel in a taxi! 4 prior markets for ibis: a pan-european activation focused on UK, Germany, Spain and France. Ecosystem: Snapchat priority, using Facebook, Instagram and Youtube from ibis doubled with the influencer’s audience to leverage our communities and make it grow.

Snap’Eyes have reconnected ibis and the millennials: Reach: 2,5 million unique reach on Snapchat 730 000 video views 2500 interactions per Snap “(…) until today, we never observed that kind of performances except for entertainment (Cinema/Music/Gaming) campaigns. Therefore, Snap’Eyes by ibis is a great success thanks to the creative team ! K.Emmanuelli Sales lead at Snap Inc

Work with a relevant influencer: a digital travel vlogger who can create a huge travel story Choose the Millennials preferred Social Media network to follow this travel story, Snapchat, and feet to its specificities: narration principle (stories), engagement (one to one interaction) and innovation (Spectacles). Snapchat activation doesn’t mean snapchat only: leverage the ibis and influencer communities on other social media platforms to amplify: Facebook, Instagram and YouTube by inviting them join us on the ibis Snapchat account. A very native integration of the brand in the travel experience: each successful trip should always start and end in an ibis hotel. The 3 destinations make us discover the 3 ibis hotel brands through the prism of 3 atmospheres: ibis Styles in the trendy London, ibis Hotels in the chill-out Barcelona, and ibis budget in the smart Berlin.