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IBIS Relax We Post Turned Instagram Anxiety Into a Hotel Amenity
Relax We Post is a 2018 hospitality campaign by IBIS, created by Jung von Matt/Limmat in Zürich, Switzerland, in which hotel guests could hand their Instagram accounts to professional social media managers — called Instagram sitters — who posted photographs, videos and Stories, and responded to comments on their behalf during the stay, entirely free of charge.
The campaign launched publicly in October 2018 and ran as a pilot across weekends from 3 November to 2 December 2018, as reported by contagious.com and horizont.net. It operated across 17 ibis, ibis Styles, and ibis budget properties in Zürich and Geneva, Switzerland's two most commercially active hotel markets. The service was open to eligible guests staying at participating properties during the promotional window, with no additional cost attached to the offering.
IBIS, the economy and midscale hotel brand of Accor, positioned the service as a genuine amenity rather than a marketing stunt. The strategic premise was straightforward: if the pressure to document a stay on Instagram prevents genuine relaxation, removing that pressure is itself a form of hospitality. By deploying trained influencers as Instagram sitters, IBIS reframed its hotel rooms as spaces of actual rest, not content production sets. The campaign's single film asset, directed by Johannes Schroeder and produced by Czar, communicated this tension with narrative precision. Clapboard scores this campaign 73 out of 100, reflecting strong conceptual clarity and cultural relevance within the Swiss hospitality market, balanced against limited geographic reach and a short activation window.
IBIS identified a cultural tension that had become visible across the Swiss travel market by late 2018: the compulsion to maintain an active, curated Instagram presence during a hotel stay was actively undermining the rest that a stay was supposed to provide. This insight sits at the intersection of wellness, digital behaviour, and hospitality, and it gave Jung von Matt/Limmat a clear strategic brief that competitors had not yet addressed in Switzerland.
The Swiss hotel sector operates in a highly competitive environment. International economy and midscale brands including Motel One and Moxy Hotels by Marriott had been expanding lifestyle-adjacent positioning across European urban markets, including Zürich and Geneva, through the mid-2010s. According to Blog Zhaw Ch, the hospitality research resource of the Zurich University of Applied Sciences, digital guest experience and social media engagement had become measurable factors in hotel selection behaviour among younger Swiss travellers by 2018. Against that backdrop, IBIS chose to address the anxiety that social media creates rather than simply amplifying its own presence through influencer partnerships in a conventional sense.
The mechanics of the service — handing Instagram credentials to a trained sitter drawn from an influencer roster that, according to horizont.net, included Sylwina, Sara Leutenegger, and Cristina Gheiceanu — gave the campaign verifiable substance. Guests were not receiving a token gesture; they were receiving a functioning service. That structural credibility made the campaign's narrative claim about relaxation defensible rather than ironic, which is a meaningful distinction in a Swiss consumer market where understated authenticity carries significant weight.
The creative execution of Relax We Post rests on a single film asset directed by Johannes Schroeder and produced by Czar, the production company. The film was the primary output of a campaign built around one precise creative idea, which placed unusual weight on the quality of its narrative execution.
The campaign was developed at Jung von Matt/Limmat in Zürich under Chief Creative Officer Dennis Lück, with Rob Hartmann serving as Creative Director, Matthias Fürst as Art Director, and Anna Leudolph as Copywriter, as documented in production credits cited by contagious.com. This is a compact creative team for a campaign with genuine structural complexity — the Instagram sitter service required coordination across 17 properties in two Swiss cities, the recruitment and briefing of a named influencer roster, and the development of a guest-facing credential-sharing process that had to feel trustworthy rather than alarming.
The film's narrative approach reflects the campaign's core insight directly. Rather than demonstrating the Instagram sitter service through a features-led explainer, Schroeder's direction frames the emotional state the campaign is designed to resolve: the low-grade anxiety of watching a holiday slip by while composing the caption for it. The tone is dry rather than sentimental, which aligns with the Swiss market sensibility and with IBIS's economy positioning. Ornate production values would have contradicted the brand. The restraint is deliberate and functions as a creative argument in itself. The film's concision — communicating a novel service mechanic, a cultural insight, and a brand benefit inside a single asset — represents the most technically demanding aspect of the campaign's craft.
No verified performance data for the Relax We Post campaign is publicly available. Contagious.com and horizont.net documented the campaign's mechanics and activation window but did not publish figures for guest uptake, Instagram account volume managed, engagement rates generated, or any earned media reach attributed to the pilot. Given the campaign's deliberate limitation to weekends across a one-month window at 17 properties in Zürich and Geneva, the pilot framing suggests IBIS and Jung von Matt/Limmat intended to test operational feasibility and guest response before any wider rollout — making the absence of published results consistent with standard practice for a contained brand experiment.
Structurally, the campaign's effectiveness rests on several durable strengths. The service mechanic is the idea: there is no gap between the thing being advertised and the thing being experienced, which gives the campaign an earned authenticity that purely film-based advertising cannot replicate. The influencer roster, named publicly by horizont.net, adds credibility without the detachment of a conventional celebrity endorsement. The geographic focus on Zürich and Geneva — Switzerland's two highest-profile urban hotel markets — concentrates impact where brand visibility among business and leisure travellers matters most to IBIS. The free-of-cost structure removes the friction that would otherwise limit participation. These four structural elements combine to produce a campaign that functions as proof of concept for a genuinely new hospitality service, which is a higher-order creative ambition than attention alone. The Clapboard Score of 73 out of 100 reflects exactly this balance: conceptually distinguished, operationally credible, constrained by deliberate scale.
Relax We Post was a 2018 IBIS hotel campaign in Switzerland created by Jung von Matt/Limmat. Guests at participating Zürich and Geneva properties could hand their Instagram accounts to professional social media managers called Instagram sitters, who posted content and responded to followers during the stay, at no cost to the guest.
The Relax We Post pilot ran on weekends from 3 November to 2 December 2018, as reported by contagious.com and horizont.net. The service was available across 17 ibis, ibis Styles, and ibis budget hotels in Zürich and Geneva, Switzerland, making it a geographically focused activation within two key Swiss urban markets.
The Instagram sitters were drawn from a roster of named influencers. According to horizont.net, participants included Sylwina, Sara Leutenegger, and Cristina Gheiceanu. These individuals managed guest accounts during hotel stays, posting photographs, videos, Stories, and responding to comments on behalf of guests who opted into the service.
Jung von Matt/Limmat in Zürich created Relax We Post for IBIS. Chief Creative Officer Dennis Lück oversaw the work, with Rob Hartmann as Creative Director, Matthias Fürst as Art Director, and Anna Leudolph as Copywriter, as documented by contagious.com. The campaign film was directed by Johannes Schroeder and produced by Czar.
Clapboard scores the IBIS Relax We Post campaign 73 out of 100. The score reflects strong conceptual clarity and cultural relevance within the Swiss hospitality market. The campaign's deliberate pilot scale, limited geographic reach across Zürich and Geneva, and absence of published performance metrics constrain the overall rating despite its structural originality.
IBIS identified that social media pressure was undermining genuine relaxation during hotel stays. By removing the obligation to manage Instagram personally, the brand reframed its hotel rooms as spaces of actual rest. The service addressed a documented behavioural tension among digitally active travellers in Switzerland, giving the hospitality offer a culturally grounded rationale.
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