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Ibis bunnies storm the hotel

5 Jun

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It’s been a busy few days for me in the PR world, but when I saw this campaign I literally dropped my phone, picked it up and started writing this blog.

Warning: This PR campaign by Ibis Hotels almost tips the cute scale.

Ibis’ new campaign to promote its range of hotels – now featuring the chains’ most comfortable bed ever – stars bunny rabbits as part of a one minute promotional YouTube video.

Forty bunnies took leading roles in the video, and were given permission to enjoy a top-floor room at the company’s Blackfriars branch over two days, in a bid to find the most comfortable spot to sleep.

Although I’m not familiar with the music, which tends to help turn a good video into a viral one (am I the only person on earth that’s never seen Chitty Chitty Bang Bang?), it’s a brilliant video that reaches out to meet consumers’ needs. After all, when booking rooms – whether it’s for a business meeting, girls’ weekend or to break up a journey – what really matters is a good night’s sleep.

Ibis’ key competitors have previously marketed their small touches that make customers feel special – Premier Inn’s pillow wrap, which highlights the softness of the bedding, and Travelodge’s soft toy ‘Sleep Tight‘ campaigns have been successful, but it’s this gentle and inviting video that’s really putting the message across.

The outtakes video, also produced by BETC London, is stronger in my opinion because it brings the campaign to life by telling Ibis’ campaign story. For example, did you know that 571 carrots were used in the making of this video?

Overall, it’s great content that’s already making waves in the hospitality, travel and leisure press – it’s interesting, sweet and well executed. Here’s to the bunnies.

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Is Dulux’s campaign a bit dry?

7 Feb

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It’s safe to say that PRs are a tough bunch that can promote anything: people, places, things. Essentially, we’ll try and get coverage for any noun – and that now includes colours.

Dulux’s campaign, featuring Girls Aloud star Nicola Roberts promoting Indigo Night, its shade of year, launched a couple of weeks ago and has so far secured some great coverage, including: The Sun, Daily Mail and Grazia Daily.

You can argue that the campaign’s got credibility: a group of colour and trend experts got together and predicted that this rich indigo colour would take the year by storm and appear on every wall in the country (sort of).

But, in spite of securing plenty of coverage across national and consumer press, it’s always productive to highlight areas of improvement. After all, there’s always next year!

Rather than a series of ‘boring’ analysts that no journalist felt was worth naming, Dulux should have considered a consumer poll. Yes – the papers are saturated with research stories but that can only mean one thing. Journalists enjoy writing about them and we still enjoying reading them.

This data – focused on consumers’ decorating habits, how they choose colours and their preference of hues for different rooms etc – would’ve not only provided Dulux with a series of news hooks to drip feed throughout the year, but also invited the need for experts to comment on the findings (roll out interior designers and fashionistas etc).

The campaign could’ve also avoided being a ‘one-hit’ wonder by showcasing four colours to take consumers through the year – backed by four celebrities. Sensual Indigo Night to take us through winter, Duck Egg Blue for spring… You see where I’m going through this. Why stop at one spike of coverage?

Lastly, a PR stunt involving Nicola (chosen for her elegance, strength and quiet confidence) could’ve tied into the campaign giving Dulux a ‘big reveal’ story by launching at high-profile events, such as the Ideal Home Show or Grand Designs Live later in the year.

Now, I’ve had my 2p worth. I just need to wait for Dulux’s call because obviously they’ll want to work with me next time.

Have I missed anything? What are your ideas?

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