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« THE STORY OF THE LATEST & ULTIMATE IBIS DIGITAL INNOVATION»

BEST-CASE 2014

THE IBIS ULTIMATE SLEEP

Building the ibis vision of well-being

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DIGITAL @THE CORE SINCE 2012ibis ambition is to become the digital reference of its category before 2015

Ibis FamilyRebranding campaignOct-Nov 2012

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Enjoy the ibis sweet bed digital experience with Sleep Art contestQ4 2012

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Extend the experience to mobile through Sleep Art appMarch 2013 3

A video brand content interactive experience featuring ibis sweet bed

Ultimate SleepJan – March 2014

NEW 2014

A video brand content immersive & interactive experience featuring theSweet bed by ibis TM

NOM DE L OP : ibis expedition : the Ultimate sleep

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To tell a strong story in every country, all around the world

…with PR potential to address new media targets…

…to make noise about ibis and confirm ibis as an attractive & modern brand

Developed by 60 engineers, involving over 3,000 working hours, ibis innovates by designing the Sweet bed by ibisTM. This bed breaks all accepted codes in the economy hotel segment, offering absolute comfort and making ibis hotels the best place to sleep.

The aim of this operation was to demonstrate the bed's technical superiority to the general public, reinforcing the brand's promise of "a good night's sleep" and spreading it throughout the world.

The problem was simple: how can the bed's performance be demonstrated, how can the quality of sleep it offers be highlighted, without the content becoming soporific?

11 languages and an activation in 11 countries + PAN-Africa

THE ULTIMATE SLEEP A strong and attractive ibis brand content

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THE IDEAAn interactive & immersive HTML5 web-documentary featuring the sweet bed by ibis TM

A TORTURE TEST : the ultimate testTo prove that the best place to sleep is everywhere, we brought the Sweet bed by ibis TM in an outstanding place where it is impossible to sleep:

We followed a team of explorers trying to sleep in one of the most remote part of our planet, Mount Roraima, Venezuela.

THE CLIMAX OF THE STORY:After a week of adventure through various landscapes, the ibis expedition team reached its goal: the cliff of the Mount Roraima.

Aaron Chervenak sleeps there, quietly, thanks to the Sweet bed. His night is carefully monitored by all the team during a not-so-quiet night. But nothing can prevent our hero, the Sweet bed, from ensuring a perfect night’ sleep for Aaron.

The amazing story of these adventurers is told through an immersive and interactive website.

A way for ibis to provide brand content not only through a movie but thanks to a full digital experience

The content is intended to be viewed - not as a simple video but - in digital platform format. Developed entirely in HTML5, the platform offers a spellbinding full-immersion experience: an interactive intensity line, additional content, multi-camera scenes, a 360° view of the summit of Mount Roraima, double cameras manned from a helicopter, etc.

IBIS-EXPEDITION.COMAn ultimate digital experience in an immersive video platform

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ADDITIONNAL & INTERACTIVE CONTENTSThe platform was designed to be a complete digital experience with many additional contents : tweets and instagram photos posted online during the expedition by the adventurers, multicam scenes, 360° view at the top of the Mount Roraima, on-board cameras in helicopter, interactive map to follow the adventurers…

Interactive intensity line

Interactive mapAdditional contents :

Instagram photos

On-board cameras

Multicam scene

360° view

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On our way to meet 2015 objective…

WHAT IS AT STAKE ? Leverage brand content to service brand preference

TRAFFICINTERACTIVITY

VIDEO

SHARABILITY

BUZZ DIGITAL

PREFERENCE

AWARENESSPLATFORMUSER CENTRIC

sweet bed

WOMSEEDING

EFFICACYVIEWS

SOCIAL

Drive traffic to the Ultimate sleep platform to watch the full expedition

Increase the brand preference and position ibis as a digital brand

CHANGER LA PHOTO

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ACTIVATION AND INFLUENCEA high visibility potential amplified through PR & media activation

ibis expedition

The Ultimate Sleep at the Devil’s Mountain

Twitter: #ibisexpeditionteasing tweets of the crew

since October 18th

Instagram:The account became public

on January 20th

Vice: benefits from their mag,

vice.com and Facebook -> international network

Each member of the expedition

Partnership with Columbia

benefits from their PR and Facebook

PR / e-PR / bloggers

Paid Media

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A TRAILER LAUNCHED TO SUPPORT THE PLATFORMOur strategic parti-pris based on POE…

Traffic to video platform : EARNED is keyInstead of focusing on the number of views of the trailer we needed

to maximize traffic from the trailer & social formats : we aimed at activating earned media

FOCUSING ON OUR MAIN KPI…

amplificationactivation

Paid views Natural traffic

PAID OWNED EARNED

VIEWS ARE A TOOL TO LEVERAGE TRAFFIC TO SITE

…LEADING TO OUR ACTIVATION PARTI-PRIS

Optimised video player on the trailer to maximize traffic

Social engagement Bloggers activation

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TIMELINE & PHASINGAn activation designed to amplify POE mechanism

January February20th

SIT

E L

AU

NC

H

30th

ME

DIA

LA

UN

CH

VIDEO CAMPAIGN

AWARENESS GAME RECRUITMENT

ibis sites brandingEcard on ibis and accorhotels.com

In hotels : webcorners + wifi platform + reception screensinternal communication

ACTIVATION OF OWNED MEDIA

20th - BERLIN - RIO - SURABAYA - MADRID

PRESS EVENTS

22nd - LONDON - LISBON

PR

TE

AS

ING

since december… TEASING & exclusive releases

PR & ePR

EARNED

OWNED

PAID

DE

C

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AD FORMATS DESIGNED TO OPTIMISE SHARABILITYComplementary 100% content approaches

User-initiated trailer ending

with site discovery

Share buttons

User-initiated branded trailer player

Optimised player to boost sharing

OPTIMISED PLAYERS TO DRIVE TRAFFIC TOWARDS SITE AND OPTIMISE SHARABILITY

TRAILER PRE-ROLL ON VICE CONTENT TO LEVERAGE THE PARTNERSHIP

FACEBOOK AD NATIVE FORMATS TO ENGAGE ON IBIS BRAND CONTENT

Pre-roll on Vice.com & VICE Youtube

channel

Promoted posts on platform content

& game recruitment

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A WIDESPREAD INTERNATIONAL REACHWorldwide sources of traffic with a highlight in countries activated by POE

+ 2 000 000 UV**unique visitors

vs. 700 000 objective

178 countries

West - Sub-Saharan Africa

In line with the planning Europe generated most of visits on the

platform with major markets such as France but also

Germany and the UK

Brazil was a major traffic provider of the platform.

An audience particularly engaged with share rates up to 6%

on ad video players

Apart from Brazil, Australia is one of the main

traffic drivers out of Europe

Volume of visits per country

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200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

2,000,000

PAID ACTIVATION LEVERAGED EARNED TRAFFIC51% of natural traffic in line with media activation

Facebook Post

PAID ACTIVATION

FREE

Media campaign Launch

Global objective : 700 000 unique visitors

+2 million unique visitors

Clear impact of the media activation on the global performances of the campaign with a growing gap between paid and earned

An activation that boosted virality of the ibis content and triggered curiosity to discover the ibis-expedition.com experience

CAMPAIGN OBJECTIVE WAS BLOWN UP !

A STRONG INTERNATIONAL VISIBILITY PRAISING IBIS’ INNOVATION - A real PR impact in specialized press and on blogs

OVER 200 PRESS OR WEB ARTICLES IN OVER 30 COUNTRIES, ON ALL CONTINENTS

Mainly on specialized press/ bloggers : •Lifestyle

•Advertising

INTERNATIONAL : mainly France but also in the United Kingdom, United States, Spain, Italy, Portugal, Poland, Argentina, Brazil….

Feedbacks from bloggers and marketing experts have been very positive

Online articles praised the project for its innovation and creativity

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THANKS TO STRONG PARTNERS, IBIS HAS AMPLIFIED ITS PRESENCE AND ITS REACH ON NEW AUDIENCES. The brand attracted the curiosity of a large public.

Benjamin Lassale, General Director of VICE France :“When BETC and ibis have presented the project, we found that the idea was crazy and the production challenge so high, that we wanted to participate.”

All the team's equipment was provided by Columbia : the world reference for technical outdoor clothing and accessories.

A POSITIVE ECHO ON SOCIAL NETWORKS390 000 Facebook interactions and a high reach on Twitter

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+2060 tweets from more than 1500 tweetosA reach exceeding 4M followers around the world

VERY POSITIVE FEEDBACK ON TWITTER

390 000 interactions during the campaign : A MASSIVE ENGAGEMENT

More than 26 000 new fans recruited during the campaignkeeping in mind it was not a KPI

THE FACEBOOK GAMEAn echo to the video platform on social networks and a sucess for ibis

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10 115 participants among the 18 535 unique visitors on the Facebook application

2 646 Facebook invitations sent and 1 051 shares

2 minutes time spent

Home page presenting the game and the prizes (5 level of gifts)

6 questions based on the mini-film Game participants can play

as much as they want to improve their chances

of winning

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A POST-TEST WAS CONDUCTED IN FRANCE & GERMANY ON VIDEO TRAILER VIEWERS WITH VERY POSITIVE RESULTS :

At the following sentence : « ibis is an innovative and surprising brand » an uplift of +65% between exposed and control audience in France and +109% in Germany !

« ibis hotels are different compared to other hotel chains » registered an uplift of +56% in France and + 89% in Germany

« I have a good image of the ibis brand » registered an uplift of +55% in France and +154% in Germany

A CAMPAIGN WELL PERCEIVED ON THE DOMESTIC MARKET AND WITH EXPONENTIAL POSITIVE FEEDBACK ON AN INTERNATIONAL SCALE

RESULTS AT A GLANCEA new digital best case for ibis leading the way to 2015 objective

Over 200 press or web articles in over 30 countries, on all continents.

2 million individual visitors to the site (versus a target of 700,000)

2.3 million viewings of the trailer on Youtube

More than 26 000 new Facebook fans

…and above all, proof of the interest stimulated by the content: average time spent on the site was 7 minutes, more than double the usual figure for brand advertising sites

Repositioning a long established brand like ibis takes time,

but a new and huge step towards brand association with innovation

and digital has been made

AN AWARD WINNING CAMPAIGN

Site of the Day and project of the week March 14 for the FWA

(Favorite Website Award)

Gold at the 2014 Grand Prix du Brand Content

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Post- test source : Decipher