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A couple of months ago we saw SNCF embracing the brand butler trend by offering creches for the children of daily commuters. Now the Isla Azul shopping center in Madrid have proved they understand “serving is the new selling” with their free full-board hotel service for plants, providing love and attention while owners are on vacation. The concept is the brainchild of experiential marketing agency Ogilvy Action. From 1st July to 31st August, travelers who are concerned about the welfare of their plants can take them to Hotel Para Plantas, a designated floor at Isla Azul where they will be looked after by a team professional botanists. All “guests” are given personal treatments tailored to suit their needs, including water, light, pruning, spraying and irrigation. There are even security cameras so customers can rest assured their pots aren’t neglected, and audio downloads available that stimulate plant growth and deter pests. On a functional level the campaign aims to drive more visitors to the shopping center by responding to a real problem, building a customer database, and creating positive PR and a service with longevity after the campaign ends. There is also an incentive to win EUR 500 worth of vouchers when shoppers register their details. Hotel Para Plantas sets Isla Azul apart from competitors and ticks the relevant, useful and pragmatic boxes; vital for instilling trust in consumers. How could you better serve your customers’ needs and keep them coming back for more? Spotted by: Leticia Pérez Prieto