Lauréat - Best Communication Campaign
B&B HOTELS
Campaign - Boris Becker Campaign
Cette candidature n'est disponible qu'en anglais / This application is only available in English.
When everybody was asking how he spent all his money, we let Boris Becker answer the question himself: definitely not at B&B Hotels.
B&B Hotels are the top address when it comes to affordable accommodation with free extras, such as WiFi, air conditioning and Sky-TV. In short: a better cheap stay can’t be found. In order to communicate this brand essence in a surprising and wide-reaching manner, and simultaneously increase the general brand awareness, we hired the global star Boris Becker as a brand ambassador.
In light of recent events, the ex-tennis pro has a strong presence on the German media landscape. His financial difficulties (he has significant debts) made him the perfect figure of identification for people who either like to or need to save money. Many were waiting for Boris to finally spill the beans. So we simply allowed to him to pose the big question that was causing such a stir among people and the media at the time:
"Today I would like to formally comment on the question: what did Boris Becker do with all his money?"
The answer is as surprising as it is logical: not spend it at B&B Hotels, at any rate. Boris Becker transported our brand message in a sympathetic and self-deprecating way in two TV commercials that were shown by seven national TV broadcasters and which also aired on the Internet. At B&B Hotels, overnight stays don’t cost a lot and the practical extras are free of charge (spots "Statement" and "Bad Mood").
The campaign ran on a variety of channels, from half-page ads on the website to printed PoS posters, as well as in B&B Magazine and social media posts.
A prolongation on Facebook inspired many people to post messages under the hashtag
#dashättemirmaljemandfrühersagenkönnen ("someone could have told me earlier"), which led to additional user-generated content.
The media response was enormous: media coverage ranged from large national publications, including Spiegel Online, FAZ, bild.de and Focus Online, to industry-specific online magazines, such as AHGZ (hotel industry), w&v and Horizont (communications industry). The refreshing self irony (especially rare in advertising) attracted considerable praise. On the Horizont website, the “Statement” spot even took home the “Creation of the Month, February 2018” award.
The campaign was a great strategic and financial success. With over 60 million TV contacts, 41.4% of the target group "20 to 59-year-olds in the travel segment" could be reached. Brand awareness increased by 30%, from 46% to 60% (earned media, online and TV). The brand profile gained significant ground in all categories: from 10% ("economical") to 28% ("comfortable"). Comprehensive reporting concluded that B&B Hotels Germany had launched the most successful campaign in its history with the "Boris Becker Campaign".
As a result of its huge success, another moving-image campaign with the Wimbledon champion is already being planned. With Boris Becker, the budget hotel chain has gained a popular, larger-than life figure that is a perfect match for B&B HOTELS: "BB stays at B&B."
