IBIS hotels wanted to connect with a younger audience but in an authentic way not just using pictures of young people or trying to copy another youth brand. So we embarked on growing the following on Facebook, Twitter and introducing Instagram. Once we had a growth audience we then focused on engagement online after achieving the first stages we went on to amplify their partnerships and events they were sponsoring.
This was sponsorship activation at the Bright Big Screen open-air film festival the brief was to achieve engagement with the audience. We created a character out of the IBIS TV advert, Chimie (The Chiwawa), after creating a Facebook fan page and gaining a following, where you could follow the adventures of Chimie, we produced some short films which instructed you how to take a selfie and win, a number of these were produced and used before and after each film.
To use music to connect IBIS engaged in a partnership with RonudHouse, a charity based at the Round House in Camden London supporting up and coming music acts. A popup gig was planned to turn the reception of IBIS Shoreditch into a live music venue for one night also streaming “#inbedwithibis live” turning a bedroom into a mini studio. We also had invited influencers, Facebook was the live, Instagram, Twitter and Snapchat were used on the day, YouTube and blogs were produced after the event.
This video is a summary of the event.
For the folwing success of Chimie the following year I wrote a series of “film spoofs” based around the IBIS Sweet bed as this was the product feature IBIS wanted to push, to create awareness of beds to a youth audience from a hotel chain, some would say an impossible brief. Some of the videos gained over 100,000 views organically and were used on Facebook, at the event, cutdowns on Instagram and eventually YouTube. Please have a watch they are funny, to make original content from a challenging brief and achieve humour was a great achievement. The DOP was an old friend and regular in the collective Tony Dow of South London video (SLV), also shot in his studio, casting we used Ugly model agency, a personal favourite of mine for years.
Less is more with punchlines
This is my favourite
This work was delivered for Graymatter Limited