Title | WELCOME TO AIRBNB |
Brand | AIRBNB |
Product / Service | AIRBNB |
Category | E04. Other Video |
Entrant | TBWA\SINGAPORE, SINGAPORE |
Entrant Company | TBWA\SINGAPORE, SINGAPORE |
Advertising Agency | TBWA\SINGAPORE, SINGAPORE |
Media Agency | PHD SINGAPORE, SINGAPORE |
Production Company | SIX TOES Singapore, SINGAPORE |
Production Company 2 | CIRKUS Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Gary Steele | TBWA\Singapore | Creative Director |
James Holman | TBWA\Singapore | Copywriter |
Nuno Teixeira | TBWA\Singapore | Art Director |
Nirmalo Wilkes, Joyce Wong, Neha Sethi | TBWA\Singapore | Account Management |
Ruben Beijer | TBWA\Singapore | Strategy Director |
Matthias Schuecking | Airbnb | APAC Head of Marketing |
Jonathan Mildenhall | Airbnb | Chief Marketing Officer |
Rachel Holbrook | Airbnb | Head of Global Production |
Haydn Evans | Six Toes TV | Executive Producer |
Christian Greet, Norman Yeend | Cirkus | Directors |
Marko Klijn | Cirkus | Executive Producer |
Christian Greet, Andrew McGeorge | Cirkus | Directors of Photography |
Zara Hayden, Puteri Raja Ariff | Cirkus | Production |
Dylan Coburn | Cirkus | Storyboarding |
Laura Dubuk | Cirkus | Concept Artist |
Christian Greet, Gracie Spence | Cirkus | Lighting |
Oliver Daldry | Platinum & Rye | Music |
Norman Yeend, Dion Boothby, Barry Down, Tim Wells, Philip Stokes, Ashley Turner, Henric Matthiesen | Cirkus | Model Making & Design |
Justin Buckingham | Glasshammer | Model Making & Design |
Sandesh Codhadu | Cirkus | The making of |
We created a handmade world that dramatises the feeling you get while traveling with Airbnb. Everything was constructed around a model train track. A camera was mounted on to a model train and it was filmed in-camera without any computer-generated imagery in a single, 60-second take. All external movements were mechanical – not animated or created in post-production. The different transitions were hand-operated and had to be incredibly coordinated. We had nine different people doing several jobs at once, running around to get ahead of the train to fold items up, tilt things over or to rotate the scenery.
Travellers everywhere embraced the film, with over 28,143,336 million views globally, with APAC contributing 21,672,328 of those views and counting. With an engagement rate of 4,79%, far exceeding industry benchmarks, and a click through rate of 2,75% on desktop (62% higher than industry benchmarks) and 2,27%% on mobile (338% higher than industry benchmarks) this ended up driving over 960,935 potential buyers to our website. A 31% lower CPV (Cost Per View) than benchmarks also gave us savings of $137,000 in media investment and helped us reach No. 1 in Google's organic search.
Airbnb was founded only 7 years ago (2008) with the vision to redefine the hospitality industry. Its mission is to create a world where anyone feels like he or she belongs anywhere. Establishing this mission means competing not only with hotels, but also with other travel/accommodation booking sites. Many people are still unaware of the Airbnb brand and its product. Although the unaided awareness in Singapore is slightly higher than the global unaided awareness, there is still a big task to do in terms of 1) making sure people know the brand and 2) making people understand what the brand offers and how it works. A key insight which we derived was that when you travel, the world around you feels smaller. When you are part of the Airbnb community, that feeling grows even stronger because you meet people at a local level in their own boroughs and neighbourhoods.