On the occasion of the re-branding campaign for ibis hotels and the launch of its new bedding throughout the world, the brand wanted to create an event with a strong digital edge, in order to position itself as leader in the field and to assert its superiority in terms of technological innovation.

The objective of the campaign was to convince journalists, bloggers and key influencers that the new bedding, which had necessitated several months of research and development, actually allowed a perfect sleep.

The solution: a unique technological feat using robotics to represent the quality of sleep. Essentially transforming science into art.

Several PR contact phases were necessary in order to prove positively to journalists, bloggers and influencers, the quality of the new bedding:

- Sending an advance preview invitation to the launch party. This featured teaser videos of the robot, a real painted canvas and technical details of the science used.

- The launch ceremony was held on one of the most beautiful rooftop terraces in Paris, where journalists could see the creation of a painting happen live.

- The robot painted the sleep of a person located in a translucent bubble bed equipped with the Sweet Bed by ibis™.

- Those unable to attend the event were invited to experience it themselves in Ibis hotels in Paris, London, Berlin and Warsaw, before the project was opened to the public.

The Sleep Art operation took place in France, Germany, the United Kingdom and Poland from October 13 to December 14, 2012.

During an activation evening in the presence of journalists and key influencers, a temporary sleeping area was installed in a bubble on the roof of a building in Paris. Live, in front of the press, the robot painted the sleep of a person installed, sleeping, inside the bubble.

The invitation to the evening was a sample painting produced by the robot during test phases.

Journalists who attended the evening were invited to test the experience themselves in a hotel, before invitations were opened to the public.

The campaign was also publicised in hotels with flyers, posters and on film screens in reception areas of all ibis hotels in the world.

- + 200% fans each day on the Facebook page in 1 month.

- Over 1,200 news articles and blogs published around the world and relayed on TVs worldwide.

- Referenced by Google in the film 'artcopycode' for the SXSW conference.

- ibis hotel stays : + 7% during the campaign.

- Without media coverage, over 700,000 cumulative views for related videos.

- Traffic on the site : +17% in October, +31% in November.

- 11% raise in turnover in October.

Brand benefits:

- High visibility beyond the hotel environment.

- Considerable gain in image: modernity, innovation, lifestyle.

- First step in building a leading economy hotel brand in the digital realm.