Title | SNAP' EYES BY IBIS |
Brand | ACCORHOTELS |
Product/Service | IBIS HOTELS / IBIS BUDGET / IBIS STYLES |
Category |
D03. Use of Social Platforms |
Entrant
|
MRM//McCANN PARIS, FRANCE
|
Idea Creation
|
MRM//McCANN PARIS, FRANCE
|
Production
|
MRM//McCANN PARIS, FRANCE
|
Credits
GUILLAUME PAQUIN |
MRM//McCANN |
Executive Creative Director |
Laurent Hermez |
MRM//McCANN |
Copywriter |
Yvan Archimbaud |
MRM//McCANN |
Art Director |
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.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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
Explain why the method of promotion was most relevant to the product or service
A new way to express a travel diary: a travel vlogger 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 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…
With a very native integration of the brand, each successful trip should always start and ends in an ibis hotel.
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.