SIDE "Happy those who cannot sleep"

A promotion in the design hotel "SIDE" for the hotel bar. Aim: Bring "fusion bar" into the hotel quests minds. But in a very polite and unobtrusive way. Solution: Doing advertising nearly without doing advertising. A special wall colour mix with phosphor was added to the room walls with a template. The result: As long as the room is enlightned there is nothin to see. As soon as the light is switched off, the ad becomes visible: glowing text on the wall. A sales volume increase of 34,7% And: The idea emphasised the modern image of the hotel. Silver Eurobest Winner 2007.

Agency: Serviceplan Hamburg, Germany.