Title | BOOKABLE BOOKS |
Brand | AIRBNB |
Product / Service | AIRBNB |
Category | B06. Promotional Items |
Entrant | TBWA\SINGAPORE, SINGAPORE |
Entrant Company | TBWA\SINGAPORE, SINGAPORE |
Advertising Agency | TBWA\SINGAPORE, SINGAPORE |
Production Company | EG+ WORLDWIDE Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Gary Steele | TBWA\Singapore | Creative Director |
Raquel Fabienne Ang | TBWA\Singapore | Art Director |
Lena Paik | TBWA\Singapore | Copywriter |
Mandy Wong | TBWA\Singapore | Group Account Director |
Joyce Wong | TBWA\Singapore | Account Director |
Neha Sethi | TBWA\Singapore | Senior Account Executive |
Jonathan Mildenhall | Airbnb | Chief Marketing Officer |
Matthias Schuecking | Airbnb | APAC Head of Marketing |
Pepe Torres | Airbnb | APAC Regional Brand Marketing Manager |
Cassandra Leong | Airbnb | Field Marketing and Partnerships |
Teo Yi Zhen | TBWA\Singapore | Videographer |
Louiza Joseph | TBWA\Singapore | Traffic Executive |
Chua Ang Ru | Digital Arts Network | Technical Lead |
Peter Short | eg+ worldwide | General Manager |
Teo Ren Jie | eg+ worldwide | Photographer |
Peter Ng | eg+ worldwide | Head of Production |
Jean Abideen | eg+ worldwide | Art Buyer |
Andrew Yeoh | eg+ worldwide | Studio Manager |
Fione Wong | eg+ worldwide | FA Artist |
Edward Cryer | Freelancer | Post-production |
Singaporeans are among the most well travelled people on the planet. Those in their 20-40s – a key Airbnb demographic – see travel as a form of self-expression and personal enrichment. Our task was to find an effective, low cost way to reach this key target audience to inspire them to travel with Airbnb and ensure Airbnb is in their consideration set the next time they are booking a holiday.
Airbnb is one of the most dynamic and exciting start-up companies in the world. It is present in over 190 countries and has over 1,000,000 listings globally. However, in Singapore, brand awareness is still relatively low amongst the the key target audience. Even those who have heard of the brand often did not consider AIrbnb as a feasible accommodation option. Our task was to find an effective, low cost way to reach this key target audience to inspire them to travel with Airbnb and ensure Airbnb is in their consideration set the next time they are booking a holiday.
Café culture is a big part of Singapore’s lifestyle. Locals spend hours relaxing in air-conditioned comfort, which is why many cafes don’t just serve up food and refreshments but feature bookshelves stacked with magazines and books too. We saw this as the perfect opportunity to reach a young, savvy and well-travelled audience in a completely unobtrusive manner. So we turned Airbnb listings into bookmarks. We then inserted them into travel and storybooks that were most relevant to our listings in the different cafes. “The books they’d like to live in” quickly touched a chord with one of Airbnb’s key demographics. We had created 4 different types of bookmarks - each specific to a popular outbound destination for Singaporeans. Each of the bookmarks, had included 2 whimsical listings which were available for that destination along with a link and a QR code to a wish list which featured popular homes for this specific campaign.
From guidebooks to storybooks, the bookmarks campaign has burst into the consciousness of Singaporeans in a completely unexpected way. By bridging key social and recreational activities – the island’s growing café culture and Singaporeans love of books and travel – we’ve touched the hearts of travellers looking for new adventures. The campaign has continued to build momentum and is driving social chatter online. Prompted by our listings bookmarks, Singaporeans are clicking on Airbnb and booking the homes they’d like to live in. So they can then experience the life they’ve just read about. It was the perfect media placement for our audience.