It began as a small assignment, albeit one for which the client wanted to see bona-fide results. Hampton wanted to increase its share of online bookings. For consumers, booking a hotel online is almost second nature. But certain barriers remain—namely an emotional response to booking on the phone. Meanwhile Hampton had new news: they were rolling out a game-changing new Cloud 9 Bed experience in every room.
Our solution began with an insight: You’ll get such a good night’s rest at Hampton, everybody can see it the next morning. And what is the universal symbol of a good night’s rest? That’s right, Bed Head. And the “Be A Bed Head” movement was sprung. Be a Bed Head is a smart, fun, and engaging way for Hampton to “own the bed.” The sign of a great night’s sleep, bed head is evidence that you’ve stayed at a Hampton and experienced the Cloud Nine—and The Bed Heads are the Hampton bed’s greatest fans.
The full-scale, totally integrated, multi-touch point campaign was built around a team of improvisational actors who hit 10 markets over the course of the summer. Dressed in Bed Head attire—pajama bottoms and Be A Bed Head t-shirts—and with bed head hair, the Bed Heads visited local hot spots to spread the word about the amazing new Hampton bed. They entertained consumers with random acts of Hampton Hospitality and humorous comedy sketches. The Bed Heads guided consumers to a Bed Head microsite to win prizes and book rooms. They also gave away fun, Hampton-branded Bed Head merchandise. And the Bed Heads were featured in a new TV spot, print, interactive website, online sweepstakes, direct mail, public relations, and other targeted media.
Hampton Bed Heads garnered awards for effectiveness, results and creativity in multiple shows spanning promotions, non-traditional and event marketing. Plus, the effort boosted results. But we couldn’t lie down and sleep on it, our continuing work with Hampton seeks to get consumers involved in their brand across the line.
