The Campaign

We opened the world’s first hotel "HOTEL HIGHWAY" at a rest area on the Tomei Expressway, which has the largest traffic volume in Japan. Guestrooms are the driver’s cars. We made the car a relaxing nap room with Sleepdays’ products.

Creative Execution

When a driver arrives in the rest area, Sleepdays’ concierge turns the car interior into a comfortable bedroom like a hotel suite. We also offered a wake-up call so that drivers won’t oversleep, and a room service that delivers meals and drinks. In this way, parked cars were transformed into the guest rooms of HOTEL HIGHWAY, and a new media of products.

Indication of how successful the outcome was in the market

A flood of reservations made the hotel fully booked in an instant with tired drivers. Refreshed drivers shared the reputation on SNS, and the products were sold like hotcakes! Detailed results are as follows. - Achieved 160% of product sales year-on-year. - Gained 20 million impressions, social media brand mentions increased to 450% within a month. - Recorded over 90% occupancy rate constantly. - The number of traffic accidents in September on the Tomei Expressway was reduced from 37 accidents to 18 accidents,compared with last year.