Title | THE SOCIAL MEDIA SITTER |
Brand | IBIS/ACCORHOTELS SWITERLAND SA |
Product/Service | HOTEL |
Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant
|
IBIS/ACCOR HOTELS SWITERLAND Zurich, SWITZERLAND
|
Idea Creation
|
JUNG VON MATT/LIMMAT Zürich, SWITZERLAND
|
PR
|
JUNG VON MATT/LIMMAT Zürich, SWITZERLAND
|
Production
|
CZAR FILM ZüRICH, SWITZERLAND
|
Production 2
|
JINGLE JUNGLE Zürich, SWITZERLAND
|
Additional Company
|
KINGFLUENCERS Zurich, SWITZERLAND
|
Credits
Dennis Lueck |
Jung von Matt/Limmat |
Chief Creative Officer |
Cyrill Hauser |
Jung von Matt/Limmat |
Chief Client Officer |
Rob Hartmann |
Jung von Matt/Limmat |
Creative Director |
Matthias Fürst |
Jung von Matt/Limmat |
Art Director |
Anna Leudolph |
Jung von Matt/Limmat |
Senior Texter |
Frederik Dreier |
Jung von Matt/Limmat |
Texter |
Noemi Russenberger |
Jung von Matt/Limmat |
Graphic Designer |
Emmanuel Denier |
Jung von Matt/Limmat |
Screendesigner |
Michel Nellen |
Jung von Matt/Limmat |
PR Consultant & Project Manager |
Christina Wellnhofer |
Jung von Matt/Limmat |
Content Strategist |
Christian Koop |
Jung von Matt/Limmat |
Digital Production Director |
Fabrizio Rutishauser |
Jung von Matt/services |
Desktop Publishing |
Valérie Eckard |
Jung von Matt/Limmat |
PR Consultant & Project Manager |
Pepe Kägi |
Jung von Matt/services |
Desktop Publishing |
Why is this work relevant for Brand Experience & Activation?
Delivering a new brand experience and activating the target group for the product are the central focus of this idea. A new digital detox service, the social media sitter, was created to give young people a fresh experience of vacationing without excess cell phone usage. This new product was also used to activate the target group via agenda setting, banner campaigns, and social media efforts by the campaign´s influencers.
background
In many cities, ibis hotels provide affordable accommodation options that offer excellent value for money, making them the perfect choice for young people on a budget. Nevertheless, ibis hotels were no longer on the radar of their young target group. The time had come to change this and make ibis popular with its young target group again. How could we reach them? With a solution to a problem they all have of course! Instagram kills their vacations. Every moment has to be photographed and shared with their community on Instagram. This is a scientifically proven cause of stress.
Describe the creative idea (20% of vote)
ibis was aiming to help its young target group address this very problem when it launched its digital detox service “The Social Media Sitter”. The 16 most popular influencers in Switzerland took over hotel guests’ Instagram profiles and posted on their behalf during their stay. This allowed guests to enjoy a relaxing city break free of digital stress.
Describe the strategy (20% of vote)
With the challenge of cracking this almost unattainable target group, the strategy was not to launch a campaign, but to solve a real problem facing gen z and millennials. Developing a service based on true insight was crucial in this piece of work.
Describe the execution (30% of vote)
Phase 1: Service promoted via:
– Media work: PR story pitching and a media release publicize the launch of the new digital detox service.
– Influencer marketing: influencers announce their new roles as social media sitters on behalf of ibis and take over guests’ Instagram profiles.
– Social ads: Promotion using banner and social media campaigns linking to the “The Social Media Sitter” booking platform.
Phase 2: Bookable trial phase for the “Social Media Sitter” service:
– Public relations: due to the high social relevance of issues such as digital detox, the media interest in the service spread fast via influencers and social media and the campaign traveled around the world.
– Involvement of AccorHotels’ own communication channels to further promote the service.
– Influencer marketing: the 16 social media sitters produce additional content about the service, thus generating further reach thanks to the authentic and target group-relevant content.
List the results (30% of vote)
– “The Social Media Sitter” garnered enormous media attention with more than a billion contacts worldwide AND over 14 million contacts in Switzerland (this campaign reached each member of the swiss population twice over).
– More than 1.5 million mentions in travel blogs and on social media channels.
– Earned media worth CHF 11 million.
– By involving influencers, over 200,000 relevant contacts were achieved within the target group (engagement rate of 4.79%).
– During the campaign, room bookings rose by 528% within the target group and by 15.1% in general.