Execution

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. 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. Selecting the perfect cafes was key to the success of this campaign. We combed Singapore to not only find cafes where our audience hung-out but also offered the kinds of books that they read. We then flipped through hundreds of pages to find a part of the narrative that matched perfectly with our Airbnb listings’ bookmarks. The more descriptive the passage of text the better, because we knew that in the reader’s mind’s eye they were already there.It was a perfect marriage of media for these savvy travellers and voracious readers of literature.