Headed up by Daniel Rosen of TokyoDex, with the direction of Eatcreative, ibis hotels wanted to create some buzz and recognition for their new location next to Shinjuku Station.
For the campaign, HappySleep pillow graphics were created for ibis and assembled a photowall with these images in Shinjuku Station. Then with an enthusiastic team of young men and women “pillowheads,” to promote the campaign by roaming central Tokyo displaying the HappySleep graphics. The campaign was also publicised through social media channels. The photowall gave participants the chance to have fun with the pillow graphics themselves, and have their photo taken and uploaded to a Facebook campaign site gallery.
All participants received a custom-designed HappySleep pillowcase, a voucher for a free lunch at the Shinjuku ibis, and the chance to win free hotel stays and holidays.
Strategy was brought on to create the promo video to create buzz online and drive awareness of the experiential campaign.