MediaMarkt and VML open Hotel Mama

Looking for a way to spoil mum this Mother’s Day without resorting to the usual bouquet of flowers? That’s the question MediaMarkt and VML asked themselves. The result? Hotel Mama: a place where, for once, mums could check in themselves.

In the run-up to Mother’s Day, anyone who bought a qualifying product at MediaMarkt could enter a competition (on behalf of their mum, of course). The prize? A night’s stay at Hotel Mama: a unique pampering experience at the YUST design hotel in Antwerp, which was transformed into a high-tech haven of rest and relaxation for one night only.

Ten lucky mums from Belgium and the Netherlands packed their bags for a blissful break, far from the whirlwind of everyday mum life. As soon as they arrived, the “do not disturb” signs went up. Their suites were filled with clever gadgets designed to spoil them from head to toe, including a warming foot bath and a smart coffee machine. Everything they needed for some well-deserved me-time!

After a dreamy night’s sleep and a generous breakfast, the mums were given one last surprise: they got to take home many of the high-tech treats, so that the pampering could continue long after check-out.

CREDITS

Client: MediaMarkt
​Client Contact: Janny Dewalens, Ness Criel
​Agency: VML
​Executive Creative Directors: Kasper Janssens & Arjen Tarras
​Creative Director: Samuel De Volder
​Creation: Danny Vissers, Ramin Afshar, Noa Luiten, Jasper Macken
​Account team: Sarah Savoir, Renée Baeten, Lisa Van Cappellen, Pieter Van Schil, Jessica Jacobs
​Strategy: Sanne Knoben
​Design: Lars Hiele, Samuel Allemand, Christophe De Pelsemaker, Sofie Luyckx
​DTP: Jan-Bart Debruyne, Anja Van den Broeck
​Copywriters: Yves Donceel, Jelle Raats, Tijs Dejonckheere, Martijn Beckers, Edwin van Kuilenburg
​Producer: Yanne Kaers
​Sound Design: Menno Van Riet
​Motion: Jeremie Mavanga