ACCOR ibis, Novotel, Mercure
Communication for France and Europe, social media, influence, activations, performance, films, TV
Client: Accor stands as a global leader in hospitality, boasting over 5,100 hotels across 110 countries. Its largest brands include Ibis, Novotel, and Mercure.
The ask: Tackling awareness and performance remains our constant challenge.
My role: As the Creative Director for Ibis, Novotel, and Mercure in France, I also oversaw campaigns across Europe, necessitating perfect teamwork with strategy, media, and influence departments to achieve our objectives. We continuously enhanced our creatives alongside the media team, employing a blend of evergreen content strategy and tentpole events throughout the year. This approach enabled us to engage new target audiences and deliver high-performing campaigns while maintaining creativity.
Annually, we launched numerous campaigns for each brand. TikTok account launch, TVC, activations, influence… Here's a highlight from one campaign per brand.
MERCURE 24h Gourmandes
Client: Mercure, 250 hotels and restaurants in France.
The ask: Mercure hotels are renowned not just for their accommodations but also for their exceptional restaurants. Featuring great chefs and local food, they offer another avenue to explore the diversity of French regions. The challenge lies in highlighting this aspect on social media.
The campaign: Johan Papz’s involves taking us on a culinary journey through 3 different Mercure restaurants in just 24 hours. From breakfast to dinner alongside the chefs, it's a unique opportunity to explore the culinary delights of South-West France. Platforms: TikTok, Instagram, Facebook.
IBIS FeatYou
Client: ibis, 400+ economy hotels in France.
The ask: The ibis brand, inspired by music (featuring guitars in every hotel, concerts in lobbies, and many music-related events), seeks innovative ways to engage its Instagram audience.
The campaign: The ibis FeatYou initiative is a vast collaboration open to all talents, showcasing Ibis's passion for music. The French band 47Ter invited fans to sing along to an instrumental version of their hit "La Seule" using Instagram's native features. 3 winners got the opportunity to record an exclusive remix with the band and their sound engineer, all within an Ibis Hotel, where a studio was set up in a room and the music video filmed.
Awards: 🏆 Grand Prix du Brand Content 2022 / 🥈 TopCom 2022
NOVOTEL The Not-To-Do List
Client: Novotel
The ask: How can Novotel become the preferred choice for families over home and apartment rental platforms?
The campaign: While hotels might not be the first option families consider for holiday stays, it's time to highlight all the benefits Novotel provides to its guests. We launched a campaign based on a universal insight for traveling with children: the necessity of a to-do list. With Novotel, this potentially stressful aspect can be bypassed, allowing families to fully enjoy their vacation.
The results: The campaign's success in France led Accor to extend it across other European countries.