A series of social video stings to
promote ibis Sweet Bed™

96k views

Facebook reach from just one of the videos.

240k

Total Facebook video views.

2016-17

seen at Brighton Big Screen


ibis Sweet Bed™ represents months of research by ibis; analysing the spring of bed bases, the density of mattresses, testing the softness of duvets, even measuring fluffiness of pillows. All with the sole purpose of giving you the best night’s sleep possible.

To promote this, ibis UK wanted a series of video stings that would raise awareness of the benefits in a quirky and humorous way, published online via social and seen on the big screen at events such as the Brighton Big Screen Event (which they sponsor) in 2016 and 2017.

So... do you want to build a snowman?

Admittedly it’s not the first question that springs to mind when thinking about beds, but it was a great way to showcase them – by shooting a series of 15-30s film parodies, with the POV being the end of the bed. Frozen, Star Wars, Titanic and James Bond provided memorably amusing scenes, that were all tracked with hashtags; Star Wars for instance used #Maythe4thBeWithYou.

With over 240,000 views (viewing 83%+ counted as a view, triggers to view were over 500K) and a social based competition with over 2,000 entries all KPI’s were smashed and further videos will be appearing soon to support the brand.

"It was an absolute pleasure to work with Graymatter on our #inbedwithibis social campaign. Everything from the initial brainstorming & script writing to the shooting on the day was undertaken in a professional & inspiring way. We exceeded the amount of videos we were able to produce and after the initial launch, it was clear it would be a raging success. Reaching over 60K people per post our considered views and engagement reached an all-time high."

Jennifer Thomas | Accor

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