Art Series Hotels case study video: Naked’s ‘Overstay Checkout’ outperforms ‘Steal Banksy’
March 5 2013, 8:29 pm | | 14 Comments
‘Overstay Checkout’, The Art Series Hotels’ latest summer campaign, via Naked Communications, Melbourne, has achieved business results which outperform those of the much-lauded ‘Steal Banksy’ campaign from 2011/2012 (which itself was one of only nine campaigns globally to win both gold at the Effies and a gold lion at Cannes).
Here is an exclusive look at the case study video.
14 Comments
love it
how did they make money out of it? They gave the rooms away for free.
A case of doing something with what you already have.
Really clever.
because banksy didn’t get backsides in beds.
Why is there a Cannes Lion on the hotel reception desk?
This looks more real than the banksy gig.
@d – there is a Cannes Lion on the reception desk because the client had it on display there for a while, since they were very proud and excited to have won it. Which I think we’d all agree is marvellous.
How do they make money?
Two main ways:
1/ food and beverage service to the guests.
2/ Increased bookings.
Empty, the rooms are worth precisely nothing.
This is a great business idea. I am sure others will be follow suit soon.
I have seen the idea already and I like it.
But why is this news?
Dunno… I like it but it lacks the zing of “Steal Banksy” somehow… really interested to see how it does in the shows.
If you’re serious about art, art series hotels…. Why not get a brand inch of real artists like Damien Hirst or Andreas Gursky staying in your hotels. That will sure sell rooms, art and your brand! Hello revenue. But at last…. You’re just another small spender.
When you win one, you will know what it feels like. Until then get back to your own career. And no I don’t work for Naked either.
Art Series sound like a great / client. Naked are good at the small / stunty stuff would like to see them with a big creative brief.
@d – But you used to.