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Hospitality ON Event - Awards

Worldwide Hospitality Awards

Thursday 21 November 2019 à 18:00

En cours - Best Storytelling and Communication Campaign


Campaign - we are open

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


“Hello to those who say hello rather than goodbye,

Those who keep an open mind and trust what their eyes might find,

Hello to those who love an unexpected encounter,

Those who see nothing strange in being a stranger.

Hello to you, to her, to him who love when life and fun just happen

And always keep their heart and their eyes wide open.”

Since its creation in 1974, ibis is recognized for the quality and comfort of its hotels accessible to all.

This desire to welcome everyone around the world naturally takes on a new meaning today with this new signature ‘WE ARE OPEN’: laddering up the brands from ‘value for money’ category promise to an inspirational value.

By standing for an inspiring value: openness, openness to the world, to others and to the unknown; ibis brands are investing the lifestyle territory and underlying their transformations.

As the word leader in the economy hotel sector, ibis brands strive to set new bonds with their target to strengthen the emotional perception.

This leitmotiv is a real rallying cry, positive and enthusiastic, which highlights a universal value common to ibis, all its customers and today’s world. An ode to openness, created with BETC Paris, signed by a talented Danish director: Lasse Martinussen and interpreted by a rising star in the rap world: Kodjey Radical Released in France and England since March 2018, WE ARE OPEN takes the codes of a slam clip, as the thought-provoking script, composed and interpreted by up-and-coming London-based rapper, Kodjey Radical, which accompanies this new global advertising campaign.

The video clip also features a variety of bold scenes and strong and original characters that embody this open state of mind at the heart of ibis brands’ “We are open”.

The creative brings together the three brand passions evident in the ibis family, which includes ibis, ibis Styles and ibis budget. Music, creative design and urban adventure are brought together into one positive, full of pride TV campaign, embodying ibis’ carefree and open mindset and bringing to life the brand’s vibrancy, creativity and fun.

A tailor-made assets ecosystem to appeal to younger generations With this choice of value, ‘openness’, ibis will be able to grow closer to the young generation.

Moreover, the films have been thought out in the form of a slam. It gives an informal dimension and a bold tone of voice to the campaign; making it groundbreaking for the hospitality industry, as well as recognizable and memorable for the younger generations. Furthermore, specific assets have been developed for social media to adapt the creatives for mobile and to gain insights from the platforms.

Impressive first results for a groundbreaking campaign Released a few months ago in France and England, WE ARE OPEN global campaign already shows fantastic results: The key message of openness is well understood with over 85% of the people agree on key delivered message (“Welcome everyone wherever you come from, whoever you are”)*.

Moreover, the “WE ARE OPEN” claim is very impactful. We have a high spontaneous recall (over 32% quote claim precisely (vs 9% norm)) and three quarters of the people remembering the slogan (prompted)*.

Finally, the image perception has improved drastically. In fact, new image items are now attributed to brands (Modernity, open, for everyone, appealing, young minded, bold, feeling of proximity)*. *(results coming from a survey lead by Kantar agency for ibis brands)

The 360° WE ARE OPEN campaign is a pledge to openness, a rallying cry supporting ibis brands’ transformation and bringing to life the new positioning of open-community brands with a unique and deeply human approach.


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