SUB CATEGORY :

AMBIENT PROMOTION: LARGE SCALE

COMPANY ENTERING :

HAKUHODO KETTLE INC., TOKYO

TITLE :

HOTEL HIGHWAY

BRAND :

SLEEPDAYS

ADVERTISER :

TWO INC.

AGENCY :

HAKUHODO KETTLE INC., TOKYO

CREATIVE DIRECTOR :

SHOTA HATANAKA/JYUTARO MOCHIZUKI

ART DIRECTOR :

YUHEI ITO/SHOMA SHOJI

PLANNER :

KENTARO MURAISHI/RINTAROH MATSUYAMA

PR PLANNER :

WATARU SEKI

DESIGNER :

MISATO SAITO

PRODUCER :

NOBUTOSHI KAWASHIMA

FILM PRODUCTION COMPANY :

TAIYO KIKAKU CO., LTD., TOKYO/TOKYO, TOKYO

DIRECTOR :

YOHEI OSABE

CINEMATOGRAPHER :

HIDEYUKI HASHIMOTO

GAFFER :

MASAO IBARAKI

GRIP :

OOE

ART :

TOSHIHIDE SAKAI

EXECUTIVE PRODUCER :

TOSHIYUKI TAKEI

FILM PRODUCER :

SHINYA MASUDA

DIT :

ATSUMASA KACHI

STY :

ATSUMI YAMAZAKI

EDIT :

JYUNYA OTSUKA/RINTARO KOZASA

MUSIC :

DAISUKE JO

HAIR & MAKE-UP :

NORIKO SATO

POST-PRODUCTION COMPANY :

HAKUHODO I-STUDIO INC., TOKYO

FRONT-END ENGINEER :

DOVANDA DIMMO/TOMONORI NOMURA/TOSHIYA SUZUKI

THE BRIEF :

SLEEPDAYS IS A NEW BEDDING MANUFACTURER BASED ON THE CONCEPT OF “BEST SLEEP, EVERYWHERE.” COMPARED WITH COMPETING BRANDS SUCH AS IKEA AND SIMMONS, SLEEPDAYS HAS LOWER NAME RECOGNITION AND HAS FEW STORES. HOWEVER, THEIR PRODUCT QUALITY IS VERY COMPETITIVE. IN SUCH MARKET CONDITIONS, OUR OBJECTIVE WAS TO COME UP WITH AN IDEA TO GET MORE CUSTOMERS TO EXPERIENCE THE QUALITY OF OUR VAUNTED PRODUCTS.

THE STRATEGY :

THE PLACE WHERE WE CHOSE FOR THE USERS TO EXPERIENCE THE PRODUCTS IS NOT CONVENTIONAL. IT’S NOT IN STORES OR HOUSES, BUT ON A HIGHWAY. IN JAPAN, OVER 10,000 ACCIDENTS OCCUR ANNUALLY ON HIGHWAY. SURPRISINGLY, HALF OF THE HIGHWAY ACCIDENTS IN JAPAN ARE CAUSED BY DROWSY DRIVING. JAPANESE PEOPLE ARE HARD-WORKING THAT THEY TEND TO CONTINUE DRIVING WITHOUT TAKING A REST ON HIGHWAYS. SO, WE THOUGHT THAT TIRED HIGHWAY DRIVERS WOULD BE OUR POTENTIAL CUSTOMERS WHO NEED OUR PRODUCTS THE MOST WHICH HELPS THEM WITH BETTER SLEEP.

THE EXECUTION/THE EXECUTION & CRAFT :

WE OPENED THE WORLD’S FIRST HOTEL AT A REST AREA ON THE TOMEI EXPRESSWAY, WHICH HAS THE LARGEST TRAFFIC VOLUME IN JAPAN. GUESTROOMS ARE THE DRIVER’S CARS. WE MADE THE CAR A RELAXING NAP ROOM WITH SLEEPDAYS’ PRODUCTS. WHEN A DRIVER ARRIVES IN
THE REST AREA, SLEEPDAYS’ CONCIERGE TURNS THE CAR INTERIOR INTO
A COMFORTABLE BEDROOM LIKE A HOTEL SUITE. WE ALSO OFFERED
A WAKE-UP CALL SO THAT DRIVERS WON’T OVERSLEEP, AND A ROOM SERVICE THAT DELIVERS MEALS AND DRINKS. IN THIS WAY, PARKED CARS WERE TRANSFORMED INTO THE GUEST ROOMS OF HOTEL HIGHWAY,
AND A NEW MEDIA OF PRODUCTS.

THE RESULT :

A FLOOD OF RESERVATIONS MADE THE HOTEL FULLY BOOKED IN AN INSTANT WITH TIRED DRIVERS. REFRESHED DRIVERS SHARED THE REPUTATION ON SNS, AND THE PRODUCTS WERE SOLD LIKE HOTCAKES! DETAILED RESULTS ARE AS FOLLOWS. - ACHIEVED 160% OF PRODUCT SALES YEAR-ON-YEAR. - GAINED 20 MILLION IMPRESSIONS, SOCIAL MEDIA BRAND MENTIONS INCREASED TO 450% WITHIN A MONTH. - RECORDED OVER 90% OCCUPANCY RATE CONSTANTLY. - THE NUMBER OF TRAFFIC ACCIDENTS IN SEPTEMBER ON THE TOMEI EXPRESSWAY WAS REDUCED FROM 37 ACCIDENTS TO 18 ACCIDENTS,COMPARED WITH LAST YEAR.