PR 'Pillow Fight Club'
The first rule of 'Pillow Fight Club' is you do not talk about 'Pillow Fight Club'.
ISSUE
Our biggest ever pillow-replacement scheme has seen almost half-a-million pillows getting replaced with new and improved products. We fitted each of our hotel rooms with a choice of brand-new soft and firm options – now also available to buy online. The move comes as we upgrade every pillow across our 800-strong hotel estate, to introduce what we describe as our ‘best-ever’ pillow.
INSIGHT
Our business is sleep and we help tens of millions of people enjoy some heavenly shut eye, year after year. To replicate that unbeatable Premier Inn sleep at home, our famous Hypnos® beds and new pillows are available to buy online.
Sarah Simpson, Head of Product at Premier Inn, said ‘‘Pillow fights are one of the few childhood ‘sports’ people can take through to adulthood and still be good at. Because of this, we thought Pillow Fight Club would be the perfect way to use leftover pillows before they’re recycled and bring families together to have some fun’’.
Sarah Simpson, Head of Product at Premier Inn, said ‘‘Pillow fights are one of the few childhood ‘sports’ people can take through to adulthood and still be good at. Because of this, we thought Pillow Fight Club would be the perfect way to use leftover pillows before they’re recycled and bring families together to have some fun’’.
IDEA
To mark the introduction of the new pillows, 400,000 of our old pillows were used to launch Pillow Fight Club across the UK, for children and adults to enjoy. Pillow Fight Club events took place in London, Edinburgh, Cardiff and Bristol, headed up by our PR agency, Golin.
In a bid to prepare pillow fighters, the most famous scene from the Hollywood blockbuster, Fight Club, was recreated to explain the eight simple rules of Pillow Fight Club. Leading the shot-for-shot remake was the club’s very own mini Tyler Durden – the character famously portrayed by Brad Pitt in the cult classic.
In a bid to prepare pillow fighters, the most famous scene from the Hollywood blockbuster, Fight Club, was recreated to explain the eight simple rules of Pillow Fight Club. Leading the shot-for-shot remake was the club’s very own mini Tyler Durden – the character famously portrayed by Brad Pitt in the cult classic.
IMPACT
The campaign generated 131 pieces of coverage, a social media reach of 300,000, and a total media reach of 336 million—keeping Premier Inn pillows at the front of consumers’ minds and directly increasing product sales and brand love.
