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Wanting to increase brand awareness in the general public, Première Classe has come up with a digital communication campaign featuring the feel-good, comfort values of its rooms. Christened “Le live Première Classe”, this one-of-a-kind campaign highlights the brand’s key message: the rooms are so comfortable that it is hard to wake up. Original and offbeat, it takes its inspiration from the brand’s DNA.

From the lelivepremiereclasse.com site, internet users will have two days – 8 hours per day – to try to wake the “boss” up out of a deep sleep, by proposing ideas live. The best ideas will be acted out by a troupe of improvisation actors. Each selected idea will then be filmed live and the video will be uploaded to the site.

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