Title | IBIS STYLES BY US |
Brand | IBIS STYLES - GROUPE ACCORHOTELS |
Product/Service | IBIS STYLES |
Category |
A03. Illustration |
Entrant
|
IBIS STYLES GROUPE ACCOR HOTELS Evry Cedex France, FRANCE
|
Idea Creation
|
MRM//McCANN PARIS, FRANCE
|
Media Placement
|
HAVAS MEDIA Paris, FRANCE
|
Production
|
HAVAS MEDIA Paris, FRANCE
|
Production 2
|
MRM//McCANN PARIS, FRANCE
|
Production 3
|
HAVAS PRODUCTIONS Paris, FRANCE
|
Credits
Pierre Lafont |
MRM // McCANN Paris |
Directeur conseil |
Cultural/Context information for the jury
Ibis Styles is one of the brand of ACCOR Group, fully focus on design, as it is part of its DNA: every ibis Styles has a personal storytelling and a unique Design. But despite the good notoriety of the brand IBIS (historic brand of the group), ibis Styles is still looking to make a name for itself with a notoriety of only 33% in 2016 (vs 80% for the brand IBIS). Driven by the success of our campaign "ibis Styles by me" in 2016, which has allowed people to design 3 rooms, we kept pushing the love design-story between consumers and the hotels. Our ambition was to promote the unique positioning of each ibis Styles hotel.
The key communication objectives for this campaign were : Increase ibis Styles notoriety versus Ibis Support its design and family friendly DNA by reflecting unique design of every ibis Styles