Problem:
Premier Inn is a trusted hotel brand but has low awareness in the competitive mattress market. We must explain why their mattress is the most trusted choice and overcome the complexity, confusion, and risk consumers feel about buying mattresses.
WIP project
Solution:
The ‘much coveted’ campaign depicts our audience doing anything they can to get their hands on the mattress. From Premier break-Inns to shareable, guerrilla moments that get people talking. Our idea won a pitch against 7 other agencies, but unfortunately had to be paused due to budget reasons. I’ve uploaded it so you can get a feel for my working process and have used AI to bring to life the scamps.
Hero vid - 40 second storyboard
A storyboard idea pitched for a 40 second video spot to bring these robberies to life. Using a cinematic, found footage style, let’s depict some highly elaborate heists then break them down into individual cuts for sponsored social.
1.
We open on breaking news broadcast displaying a Premier Inn hotel. The camera zooms in to reveal that there has been a robbery attampt and a mattress has got stuck in a missing window.
ANCHOR: It's been reported that 96 mattresses have been stolen this month alone from Premier Inn's across the country.
3.
Cuts to next CCTV shot of a man walking his pet horse through the lobby, but all isn't what it seems. The horse seems to be 2 people in disguise smuggling out a mattress.
ANCHOR: We caught up with Premier Inn employee Linda up in Rotherham to tell us her experience of whats been going down.
5.
There is an awkward moment where the manager arrive and interrupts Linda, asking her to go back to work. He notices the oversized trolley and aggressively whips the sheet off, leaving the plates in position, to reveal the mattress hidden underneath. Linda awkwardly smiles as we go to the next shot.
LINDA: "Saying that, they are comfy, sometimes I just have a little nap..."
MANAGER: "Linda! What are you doing... and what, whats this?!"
2.
We cut to grainy CCTV footage of two staff-looking figures outside the lift, with something suspiciously bulky looking under a cloth on a luggage trolley
ANCHOR: These 'Premier break-Inn's' have caused major concern amongst staff.
4.
Linda the employee is being interviewed, she stands next to a particularly large looking room-service trolley in the hotel corridor. The 'trolley' is covered in plates, as we notice the hotel manager approach from the far end of the corridor.
LINDA: "You know, it's terrible, every time i go to change sheets i'm left with slats. How am I spose'd to do me job if theres no beds to make?"
6.
We cut to the final show where the Premier Inn purple washes over and reveals text on screen and logo animation.
VO: The Premier Inn mattress, much coveted, always trusted.