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Évenement Hospitality ON - Awards

Worldwide Hospitality Awards

Thursday 21 November 2019 à 18:00

In progress - Best Marketing Operation

ibis Styles

Campaign - ibis Styles By Us

Cette candidature n'est disponible qu'en anglais / This application is only available in English.

To bring to life its passion for Creative Design, ibis Styles launched an Instagram contest sponsored by @DrCuerda and @Anniset: ibis Styles By Us.

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Creative Design... a true love story for ibis Styles that launched in 2019 its operation: "ibis Styles by Us".

The objective? Bring to life the brand passion for Creative design by unleashing the creativity inside each and every one of us! First step? An international internal Instagram contest.

In June 2019, @DrCuerda and @Anniset, two photographers famous for their playful universe, introduced to the public the ibis Styles By Us contest. Everybody was invited to share their most creative picture of playful design using the #ibisStylesByUs and tagging us @ibishotels.

To help the public unleash its creativity, @DrCuerda and @Anniset shared a series of tutorials explaining how to take the perfect shot. Almost 3000 pictures were submitted from the 11th to the 25th of June 2019. A jury composed from internal Accor representatives + our ambassadors @DrCuerda and @Anniset voted to select 10 winning pictures.

The winners saw their pictures showcased in a worldwide exhibition in flagship hotels and won a day with @DrCuerda and @Anniset in Barcelona for a creative tour. In addition to the Instagram contest, ibis Styles invited its staff members to send their most creative picture of playful design using Yammer (internal social network) or by email.

Over 100 employees, from the Paris headquarter to remote hotel staff across the world shared their pictures. The winning picture was from a staff member of an ibis Styles in Indonesia, and the winner was also featured in the exhibitions and attended the Creative Tour in Barcelona!

After the winners were revealed, we introduced them to the public through quick portraits on Instagram highlighting their vision of creativity.

The operation then continued with the Creative Tour in Barcelona. On the 18th of September 2019, the winners were invited to unleash their creativity during a tour of Barcelona, facing fun challenges and interacting with the public. And of course, @DrCuerda and @Anna as hosts!

The day was divided in 4 steps:

- “Architecture”: to encourage the winners to take an unexpected picture of a well-known monument

- “lunch”: where the winners will have to take the most beautiful picture of an empty plate, challenging the public to guess what they had to eat

- “chill”: it is easy to be creative when the setting is right. But without any props? The winners were taken to the bitch and created pictures without any accessories, using only their imagination and originality.

During the entire day, @DrCuerda and @Anniset interacted with the public from the brand’s Instagram account to engage the creative community. The day ended with the winners and @DrCuerda and @Anniset attending the launch event of the Spanish exhibition held in the ibis Styles Barcelona Bogatell.

With the other attendees (press, influencers, VIPs…) they were invited to discover their pictures on the wall next to @DrCuedra’s and @Anniset’s and to live the ibis Styles experience thanks to creative stations, trendy F&B and many surprises.

The exhibition was then hosted in 9 flagship hotels worldwide: Barcelona, Warsaw, Sao Paulo, Lausanne, Vienna, Den Haag, London, Jakarta and Bangkok.

Each hotel organized its own launch event to present to the press and e-press the brand, it’s universe, and the ibis Styles By Us operation.

We used all the levers available to make this activation a success:

  • in-hotel collaterals – each hotel implemented a perfect photo spot to encourage guests to enter the contest
  • emailing our community
  • Instagram
  • Facebook
  • Landing page (ibisStylesByUs2019.com)
  • Yammer (internal social network)
  • Press releases

This operation was created by Accor Marketing team on Eco Brands with the help of Frukt, MRM McCann and our ambassadors: @DrCuerda (Daniel Ruiz) and @Anniset (Anna Devis).

Many internal teams were involved in the building of this successful activation: Global Marketing, Local Marketing, Brand Content, Social Media, Press relations, Internal Communication, Human resources, emailing teams. Let’s create Together!

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