As part of an April Fool’s Day campaign, Hotels.com used Clear Channel’s entire UK digital estate last Saturday, and launched a fictitious range of hotel-scented perfumes. The perfumes included, ‘Touche de Fresh Sheets’, ‘Essence de Breakfast Buffet’, ‘Whiff of Free Wifi’ and ‘Eau de Free Toiletries’, and these were run in both subtle and full motion digital format across the UK on 1st April.
The event generated over 7 million impacts. This was the second time a single brand has taken ownership of Clear Channel’s entire DOOH estate, following Camelot’s New Year’s Day campaign on 1st January this year (UK National Lottery Books ClearChannel for a Day). In a deal set up by media agency m/Six, close to 6,000 DOOH screens were used for the campaign.
Captain Obvious, Hotels.com cult character, unveiled the brand range of hotel-scented perfumes. Captain Obvious made his first appearance for the brand in the UK in 2016.
Hotel.com’s Captain Obvious
