PROJECT: IBIS MUSIC LIVES HERE INTERNATIONAL BUSINESS AWARDS 2018
OUTPUT EXCHANGE
ibis. Music lives here campaign was dedicated to the young audience aged 20-30+ of the ibis family hotels. In Poland we have 6 million Millennials declaring on Facebook their interest in music and concerts in their free time - we decided to grab this opportunity! Since music & entertainment has been selected the pillars of the brands, the ibis family hotels referred in its campaign to the long history connecting hotels and music. Many hit songs, such as "Satisfaction" by the Rolling Stones or "Smoke on the water" by Deep Purple, or the Eagles Hotel California" were created during hotel stays. Ibis family hotels provide a space of comfort and inspiration whereas music builds up the vibes that create the experience going far beyond simple accommodation.
STRATEGY
PROJECT GOALS: 1. Rejuvenate the brands image 2. Reach the target group of Millennials 3. Deepen experience with our brands 4. Boost visibility of ibis family brands by focusing on online & social media channels in own, earned and shared media 5. Support musical talents and create the opportunity to advance a musical career 6. Increase experience & engagement of ibis family hotels guests
The main objective of the project is to give our hotels a more youthful image and address new and younger groups of guests, the ones who are looking for places in hotels that offer the opportunity to experience memorable and fun-filled moments, as well as those who value their freedom, and demonstrate modern and friendly attitudes. The concept of the ibis. music lives here campaign derives from popular TV talent shows, such as The Voice, in which the unknown but highly talented artists performed, both solo singers and bands.
TACTICS
CONTEST IDEA We created a special platform where artists uploaded their songs. After online voting, the best 30 were selected and then the ambassador of the project chose the top 5, who were invited to the hotel recording studio in one of the ibis hotels in Warsaw. The songs recorded in the studio were released as a limited edition album. The tunes are also available via the music system Jukebox by Deeze r throughout ibis family hotels in Eastern Europe. SoundCloud: https://soundcloud.com/ibis-tumieszkamuzyka Teaser in social media: https://www.youtube.com/watch?v=8tkicq3dmfo Facebook: https://www.facebook.com/ibis.polska
CONTEST IDEA Communication primarily focused on the Internet and social media. The content was produced to be attractive, engaging and easily shareable. Key dates: September 5 launch of the campaign September 17 launch of online voting (2 weeks) October 6 announcement of the results October 15-31 recordings in the hotel studio December 12 final concert
DEDIACTED PLATFORM https://ibis.com/tumieszkamuzyka
SHOW THAT MUSIC LIVES INSIDE YOU! www.ibis.com/tumieszkamuzyka
PROJECT AMBASADOR Sarsa- a famous Polish artist gifted with a magnificent voice and recognized by her distinctive image endorsed the campaign. She entered the music scene by taking part in a variety of music competitions and succeeding in one of them. AMBASADOR VALUES = IBIS BRAND VALUES She is widely followed in her social media channels: Facebook (190 000 fans), Instagram (123 000 followers), Youtube (208 000 subscribers).
First time in history recording studio in hotel room how to organize it???
WE DID IT! a special recording studio was set up at the ibis Warszawa Ostrobramska hotel, being the first one of this kind in Poland, and presumably the first in the world, too..
We addressed the following interest groups with direct communication (PR&SM): 130 music schools 35 choirs 34 bloggers 21 music groups on Facebook
PR - press office, meetings with journalists in the studio, arranging interviews with the ambassador and the winners. In more than 60 ibis family hotels in the CEE region, the campaign was televised on flatscreens. 2 press briefings followed.
FIRST BRIEFING 42 JOURNALISTS AND PHOTOSHOOTERS
SECOND BRIEFING 12 JOURNALISTS AND PHOTOSHOOTERS
EXAMPLES OF POS IN HOTELS AND SOCIAL MEDIA
SOCIAL MEDIA CHANNELS OF EARNED MEDIA- EXAMPLES OF STRONG SUPPORTERS As a result of the agency's activities, content about campaign appeared in 95 posts on social media profiles of lifestyle, cultural and key trade media.
Cooperation with Universal Music Polska Young musicians recorded their original songs under the eye of professional producers from the Universal Music Polska and thus had the opportunity to launch their own musical careers.
MARIA BEDYŃSKA PAWEŁ DANIELAK PATRYCJA ROSZCZYK WINNERS THE BIRCHES REDFORD
FINAL CONCERT 12/12/2017 Hotel ibis Warszawa Centrum The Ibis Warszawa Centrum hotel hosted the project s final concert. Sarsa and the competing artists infused the hotel with wonderful music and a fabulous atmosphere https://www.youtube.com/watch?v=uiqms-84aas
RESULTS
GREAT RESULTS IN ALL CHANNELS 1. During the four months, the campaign reached almost 11 million people 2. Over 300 competition applications 3. 60 thousand votes given 4. Nearly 150 publications appeared on the radio, in press and via the Internet 5. Earned media reach: 7.3 million, AVE 616 834 PLN
GREAT RESULTS IN ALL CHANNELS 1. Social media range: 2.7 million 2. Video from the final concert 650 000 screenings within 2 weeks 3. Organic traffic: 786 posts, that is over 82% of publications in the social media TYPE OF SOURCE: SENTIMENT: positive negative
CUTTING EXAMPLES
LINKS SoundCloud: https://soundcloud.com/ibis-tumieszkamuzyka Teaser in social media: https://www.youtube.com/watch?v=8tkicq3dmfo Facebook: https://www.facebook.com/ibis.polska Platform: https://ibis.com/tumieszkamuzyka Final concert: https://www.youtube.com/watch?v=uiqms-84aas
THANK YOU!