IDEASUP: Worst Hotel But Best Branding, Honest+Fun : Hans Brinker Budget Hotel

Let's think of the Hotels
Clean Room, Nice Service, Various facilities
But this Hotel is on the opposite side from ordinary hotels.

Cheap Hotel
Eco Hotel
No Service with Dirty rooms

But
Frankness + humor branding

Here is Hans Brinker Budget Hotel

Let's first look at the commercial they made

What's this...

This advertisement show how much environmentally friendly they are.
They argue that no service, discomfortable facility makes them eco friendly.

Surptinsingly, these marketing gives them tremendous success. After the advertising they were full of reservation for 3 month. People rush to go and experience their service.

To save the planet.
They provide eco friendly room with no hairdryer. They don't wash the towel and there's no elevator. Food are simple but dirty, garden is never cared. For them, spa and the gym is the same empty room.

Let's look at their advertisments.

They are saving the planet.

Nothing needs electricity...Everything is really eco frendly.

Someone call this marketing Flaw Marketing. Also some talk this is 'direct marketing', 'positioning strategy', 'differentiation strategy'. But there is no thesis or article calling this kind of marketing. Key of this marketing is 'honesty'. Company shows their weakness to customer and this kind of honesty make consumer feel differently. There was one car rent company. They advertised their company as second at the industry. And they said that because of they're second position, they will work harder to become No 1 company. This marketing is little-bit confusing with the concept of demarketing. Demarketing is deducting product purchase intention on purpose. It's different with this concept.

How about this serise

It's not broken. It just Unique.

Creativity?! This is the creativity it self.

This is the ad that shows the persons who slept at this hotel.

They use humor and cheap identity. This emphasis their brand image. Conclusion they are deducting normal hotel image and find their right positioning.

Last Advertisement poster
Noise, Pet, Security, Water, Pills....
They have doors at their room.
They can now use toilet.
They don't have windows at the room.
All of these, they are proud of it.