Cannes Lions

HOTEL

SERVICEPLAN , Hamburg / SIDE HOTEL HAMBURG / 2007

Presentation Image

Overview

Entries

Credits

Overview

Execution

As long as the room is well-lit, there is nothing. But as soon as the light is switched off, the ad becomes visible: Glowing text on the wall. A few moments later the ad fades and disappears again. But how does that work? We used invisible phosphor colour that glows in the dark. The phosphor colour was mixed with normal wall colour and applied to the walls with a mask.

Outcome

This special advertising reached the target group exclusively – without any divergence loss. Since we communicated at the only reasonable time – at night when guests spontaneously decide to go to bars - there was no divergence loss regarding the time either.Sales volume of the bar increased by 34.7%. And: The idea underlined the up-to-date design-image of the hotel.

Similar Campaigns

7 items

AN EXTRAORDINARY STORY

MEDIACOM MIAMI

AN EXTRAORDINARY STORY

2013, WARNER BROS

(opens in a new tab)