Ibis bunnies storm the hotel
By Donna White on Thursday, June 6, 2013
Warning: This PR campaign by Ibis Hotels almost tips the cute scale.
Ibis’ new campaign to promote its range of hotels – now featuring the chains’ most comfortable bed ever – stars bunny rabbit as part of a one minute promotional YouTube video:
Forty bunnies took leading roles in the video, and were given permission to enjoy a top-floor room at the company’s Blackfriars branch over two days, in a bid to find the most comfortable spot to sleep.
Although I’m not familiar with the music, which tends to help turn a good video into a viral one (am I the only person on earth that’s never seen Chitty Chitty Bang Bang?), it’s a brilliant video that reaches out to meet consumers’ needs. After all, when booking rooms – whether it’s for a business meeting, girls’ weekend or to break up a journey – what really matters is a good night’s sleep.
Ibis’ key competitors have previously marketed their small touches that make customers feel special – Premier Inn’s pillow wrap, which highlights the softness of the bedding, and Travelodge’s soft toy ‘Sleep Tight‘ campaigns have been successful, but it’s this gentle and inviting video that’s really putting the message across.
The Behind the Scenes video, also produced by BETC London, is stronger in my opinion because it brings the campaign to life by telling Ibis’ campaign story. For example, did you know that 571 carrots were used in the making of this video?
Overall, it’s great content that’s already making waves in the hospitality, travel and leisure press – it’s interesting, sweet and well executed. Here’s to the bunnies.