2018 Print & Outdoor Craft

IBIS STYLES BY US

TitleIBIS STYLES BY US
BrandIBIS STYLES - GROUPE ACCORHOTELS
Product/ServiceIBIS 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
Name Company Position
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