Club Med used to be a successful mainstream French resort, but their image has been killed due to a hilarious comedy feature film: “Les Bronzés”. 20 years on, music from the film and the main actor (Thierry Lhermitte) watch a Club Med opera - & it isn't how they Club Med at all!

We created the first ever bathrobes broadcasted campaign.

A campaign automatically launching itself at exactly the right time: several days after clients went back home, when they crave new holidays.

1) We used “removable ink” to hide a secret message on Club Med’s ordinary bathrobes.

2) We distributed them to every client’s room in the Albion 5-star resort, on the last day of their vacation.

3) Once at home, each bathrobe revealed a hidden message after a first washing, driving customers to a dedicated website.

4) Then, “bathrobe thieves” were congratulated and encouraged to book new holidays at the Club.

On the 530 displayed bathrobes (in the Albion village), 132 were stolen (1 on 4 displayed) and 82% of the 'bathrobe thieves' visited the site in the next few months.

A success turning a direct loss (€20,000 of bathrobes are stolen at Club Med’s every year) into a free media campaign and even a loyalty program: the new bathrobe collection is now one of the most awaited event of the Club Med’s fans, stimulating new booking throughout the year every time a new resort join the 'stolen bathrobe' program.