New advertising tool on Facebook: Danish company paves the way for innovative marketing
December 11th, 2019
The Danish hotel chain, Zleep Hotels, is one of the first companies in the Nordic countries to use a brand new and quite interesting digital marketing tool. A tool that has not previously been used in commercial contexts in Denmark. The tool is Facebook filters and the pioneering idea is that from today Zleep Hotels is expanding its marketing efforts with a tailor-made Facebook filter, as one of the first companies in the Nordic countries.
Digital advertising via Facebook filters
Since 2018, all Danish Facebook users have had the opportunity to use filters in their Facebook stories or through Facebook’s own chat app Messenger. Dog ears, elephant wands and fun headgear are some of the classic filters that most people probably know best from Snapchat. The filters are extremely popular, especially among the younger audiences, and now Facebook is opening up for an even greater use of the feature. A commercial use. In a technical terminology, the filter function is called augmented reality (AR). According to the Danish Facebook agency CPC Social, who are experts in behavioral advertising, there is an enormous marketing potential in the use of augmented reality:
“We have great expectations for AR filters as an ad format, and it is a format we take very seriously for both branding and sales. For Zleep Hotels, this is a great opportunity to increase brand awareness in a fun and interactive way. With AR filters, Facebook users can see products directly in the living room, and they can try sunglasses or makeup before bying it. This creates unique opportunities within the AR world, and it is already part of both Facebook and Instagram, so everyone can now try out these new ad formats,” explains Christian Rosenbech, Partner & Head of Client Marketing and Production in CPC Social.
Zleep Hotels’ new Facebook filter has been produced in collaboration with CPC Social and Khora Virtual Reality.
A tailor-made filter with great potential
Expectations are high for today’s filter launch, and for the hotel chain’s Marketing Manager, Bettina Wähling, it has been important from the start of the process to create a filter that differs from the classic and well-known filters:
“We have thought long and hard about how to create a filter that differs from the market’s many great filters, and the answer was right in front of us. At Zleep, you go to bed tired, then you sleep well, and then you wake up fresh and well rested the next day, and this particular journey is reflected in our filter in a caricatured way. Facebook is an indispensable platform in our branding strategy, which is why we have chosen to focus on the social media’s AR function, in order to strengthen Zleep’s awareness. Everyone who uses the filter will know that at Zleep you get a good night’s sleep, and that must be reason enough to book a hotel stay,” says Bettina Wähling, Marketing Manager at Zleep Hotels, with a twinkle in her eye.
The bespoke Zleep filter is already available on both Facebook and Instagram. To access the filter through Facebook, you must be near a Zleep hotel. On Instagram, the filter can be accessed by anyone, regardless of location. Find the filter on Zleep Hotels’ own Instagram profile or via the link below.
Try the filter on your mobile here.
About Zleep Hotels
Zleep Hotels’ vision is to always deliver quality, service and design at a great rate. Today, the hotel brand consists of 11 hotels in Denmark and one in Sweden. A total of three hotel projects are already published and in the pipeline. The goal is to operate 40 hotels in 2025. Zleep Hotels is a Deutsche Hospitality brand. Deutsche Hospitality operates four further brands. Steigenberger Hotels and Resorts boast 60 hotels housed in historic traditional buildings and lively city residences and also offer health and beauty oases set at the very heart of nature. MAXX by Steigenberger is a new and charismatic concept which places the focus on the essential in accordance with its motto “MAXXimize your stay”, whilst Jaz in the City branded hotels reflect metropolitan lifestyle and draw upon the local music and cultural scene. IntercityHotel provides 40 upper modern upper mid-scale urban hotels, all of which are located within easy walking distance of railway stations or airports.
Zleep Hotels │ Dalbergstrøget 5 1. sal │ 2630 Høje Taastrup │ Denmark
Marie Vang │ Tel: +45 2121 6345
Marie Vang │ Tel: +45 2121 6345
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