BOOKABLE BOOKS

Silver Spike

Case Film

Presentation Board

TitleBOOKABLE BOOKS
ClientAIRBNB
Product/ServiceAIRBNB
CategoryB06. Promotional Items
EntrantTBWA\SINGAPORE, SINGAPORE
Entrant Company TBWA\SINGAPORE, SINGAPORE
Advertising Agency TBWA\SINGAPORE, SINGAPORE
Production Company EG+ WORLDWIDE Singapore, SINGAPORE

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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