A Happy Sleep at ibis


Project Overview

In November 2011, Accor acquired a property located right next to Shinjuku Station, in Tokyo. In February 2013, the property was officially relaunched as the first ibis in Japan and positioned as “well-being at the best price”, which is an extension of ibis’ global rebrand in October 2012.

The global ad campaign promoting ‘Happy Sleep’ at ibis properties presented the core proposition of “best bed in class.” Building on this, Eat created a Happy Sleep campaign tailored for the Japanese market.


Eat created a variety of HappySleep pillow graphics for ibis and assembled a photowall with these images in Shinjuku Station. We then organised an enthusiastic team of young men and women “pillowheads,” to promote the campaign by roaming central Tokyo displaying the HappySleep graphics. The campaign was also publicised through social media channels. The photowall gave participants the chance to have fun with the pillow graphics themselves, and have their photo taken and uploaded to a Facebook campaign site gallery.

All participants received a custom-designed HappySleep pillowcase, a voucher for a free lunch at the Shinjuku ibis, and the chance to win free hotel stays and holidays.

Project Disciplines

  • Branding
  • Content Creation
  • Print
  • Social Media
  • Web
  • Project Management