Ibis Styles - Toujours le même confort, jamais le même style.

Ibis Styles offers 240 hotels in France, each with a unique and creative theme, distinguishing it from other ibis brands (ibis and ibis budget). Despite this uniqueness, awareness of ibis Styles' distinct design is low, with only 31% recognizing each hotel's different design in 2021, and a significant gap in brand awareness: 80% for ibis versus 36% for ibis Styles (source: BVA 2021 survey).

A Changing and Innovative Market

The hotel market has evolved, demanding more personalized, innovative, and affordable experiences with strong identities.

Our Challenges

• Increase awareness of ibis Styles.
• Differentiate ibis Styles from ibis.

Our Strategy

The strength of ibis Styles lies in its 240 hotels, each with a unique style, combined with the standard of comfort, quality, and service guaranteed by the ibis brand. This dual aspect is captured in the campaign signature: "IBIS STYLES. ALWAYS THE SAME COMFORT, NEVER THE SAME STYLE."

A Powerful Advertising Campaign

The ON/OFF film was broadcasted for four weeks starting 26/09 on French national television (TF1 and M6 groups) in 30 and 15-second formats. A robust digital plan was also implemented across MyTF1, 6play, YouTube, leboncoin, Teads, Facebook, and Instagram in various formats.

In-hotel activation included offering 60,000 night masks in ibis Styles’ rooms, each with a QR code linking to the ibisstyles-stories.com platform to explore the hotel's styles. Additionally, a social media activation featured four creators crafting art pieces inspired by the hotel styles they experienced.

Campaign Results

• Emergence and Brand Equity: Top 3% of the most distinguishing campaigns (Kantar tests).
• Appeal: Top 9% of campaigns in terms of appeal.
• Message Understanding: Top 12% for clarity of the ad message.
• Memorization: Top 14% for best memorization.
• Digital Performance: View Through Rate of 80.27% vs. a 55% average.
• Press Coverage and Recognition: Immediate coverage in specialized press and ranked in the Top 5 “Best travel ads” on AdForum with an average score of 8.1.

Conclusion

This campaign positions ibis Styles as the hotel brand offering unique experiences with inspiring designs, distinguishing it from other ibis brands and attracting new target audiences.

Credits

Accor: Design, marketing, PR, and social media departments. Partners: Altmann+Pacreau (strategy and creative campaign), IProspect (media buying and consulting), Hungry and Foolish (social media activation).