The document summarizes an interactive digital campaign created by ibis hotels to promote their new "Sweet bed by ibis" and position the brand as innovative. It involved following explorers trying to sleep in remote Mount Roraima through an immersive website. The campaign reached over 2 million visitors across 178 countries, driving brand awareness and preference through earned, owned and paid media activation. It resulted in over 200 international press articles and strong social engagement, repositioning the ibis brand as innovative and digital.

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« THE STORY OF THE LATEST & ULTIMATE
IBIS DIGITAL INNOVATION»
BEST-CASE 2014
THE IBIS ULTIMATE SLEEP

2. Building the ibis vision of well-being
2
DIGITAL @THE CORE SINCE 2012
ibis ambition is to become the digital reference of its category before 2015
Ibis Family
Rebranding campaign
Oct-Nov 2012
1
Enjoy the ibis sweet bed
digital experience with
Sleep Art contest
Q4 2012
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Extend the experience
to mobile through
Sleep Art app
March 2013
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A video brand content
interactive experience
featuring ibis sweet bed
Ultimate Sleep
Jan – March 2014
NEW 2014
A video brand content
immersive & interactive
experience featuring the
Sweet 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 IDEA
An interactive & immersive HTML5 web-documentary featuring the sweet
bed by ibis TM
A TORTURE TEST : the ultimate test
To 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.

5. IBIS-EXPEDITION.COM
An ultimate digital experience in an immersive video platform
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ADDITIONNAL & INTERACTIVE CONTENTS
The 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 map
Additional 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
TRAFFIC
INTERACTIVITY
VIDEO
SHARABILITY
BUZZ DIGITAL
PREFERENCE
AWARENESSPLATFORM
USER 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 INFLUENCE
A high visibility potential amplified through PR & media activation
ibis expedition
The Ultimate Sleep at
the Devil’s Mountain
Twitter: #ibisexpedition
teasing 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 PLATFORM
Our strategic parti-pris based on POE…
Traffic to video platform : EARNED is key
Instead 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 & PHASING
An activation designed to amplify POE mechanism
January February20th
SITELAUNCH
30th
MEDIALAUNCH
VIDEO CAMPAIGN
AWARENESS GAME RECRUITMENT
ibis sites branding
Ecard on ibis and accorhotels.com
In hotels : webcorners + wifi platform + reception screens
internal communication
ACTIVATION OF OWNED MEDIA
20th - BERLIN - RIO -
SURABAYA - MADRID
PRESS EVENTS
22nd - LONDON - LISBON
PRTEASING
since december… TEASING & exclusive releases
PR & ePR
EARNED
OWNED
PAID
DEC

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AD FORMATS DESIGNED TO OPTIMISE SHARABILITY
Complementary 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 REACH
Worldwide 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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PAID ACTIVATION LEVERAGED EARNED TRAFFIC
51% of natural traffic in line with media activation
Facebook Post
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 !

13. 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.

14. A POSITIVE ECHO ON SOCIAL NETWORKS
390 000 Facebook interactions and a high reach on Twitter
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+2060 tweets from more than 1500 tweetos
A 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 campaign
keeping in mind it was not a KPI

15. THE FACEBOOK GAME
An 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 GLANCE
A 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
…
Post- test source : Decipher