|Title||A DIFFERENT PARIS|
|Product / Service||AIRBNB|
|Category||A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains|
|Idea Creation||TBWA\SINGAPORE, SINGAPORE|
|Production||SIXTOES TV Singapore, SINGAPORE|
|Production 2||PHOTOPLAY FILMS Sydney, AUSTRALIA|
|Production 3||CUTTING EDGE Sydney, AUSTRALIA|
|Production 4||SONG ZU SINGAPORE Singapore, SINGAPORE|
|Gary Steele||TBWA\Singapore||Executive Creative Director|
|Elrid Carvalho||TBWA\Singapore||Senior Writer|
|Uni Lee||TBWA\Singapore||Senior Art Director|
|Haydn Evans||SixToes.TV||Executive Producer|
|Mandy Wong||TBWA\Singapore||Group Account Director|
|Joyce Wong||TBWA\Singapore||Account Director|
|Matthias Schuecking||Airbnb||APAC Head of Marketing|
|Norman Yeend||Photoplay Films||Director|
|Scott Otto-Anderson||Photoplay Films||Live Action Director|
|Oliver Lawrance||Photoplay Films||Executive Producer|
|Emma Thompson||Photoplay Films||Producer|
|Jonathan Rossiter||Photoplay Films||Director Of Photography|
|Annie Beauchamp||Photoplay Films||Production Designer|
|Simon Ingerson||Yippee Ki-Yay||Model Maker|
|James Rose||Cutting Edge||Post Producer|
|Simon Njoo||Cutting Edge||Editor|
|SongZu Singapore||SongZu Singapore||Music|
As you travel away from popular tourist attractions, you’ll discover a different side to the city. You’ll find opportunities to interact with locals and live just like one. We decided to tell this story through the journey of a solo female traveler in Paris. She travels away from the touristy spot of the Eiffel Tower, and with suggestions from her local host, discovers a different side to Paris, filled with locals and local favourites. Her memories of Paris are seen through an animated world set entirely on a Zoetrope. Measuring 3.8 meters in diameter, 11.9 meters in circumference, 1.5 meters in height, the 3D zoetrope was a first-of-its-kind build with 11,256 moving parts. All of the environments on the zoetrope were inspired from local Parisian hideaways. Each character, table, chair, were hand painted with immaculate attention to detail. We wanted to create a world that’s whimsical but also feels real.
Across the campaign period of 9 September to 16 November 2015, 'A Different Paris' was delivered to our target audience in China, Japan and Korea, via digital display banners, digital video and mobile as the main forms of reach to generate awareness and engagement. Following are the local and international publishers for each country: • China: Tencent, AOD • Japan: Google, Yahoo! Japan, VeleT, AOL Platform, Adello, Unruly • Korea: Daum, Naver, Nate, SMR, Dawin, Google, Adello, Unruly, SBS, KBS, MBC, and other CATV (e.g. tvN, OCN, etc) Media spend was broken across Digital Display (18%), Digital Video (53%) and Mobile (3%) to drive online engagement. Spend on others and non-working costs (26%).
Campaign Tracking Period: 9 September to 18 November 2015 Countries: Across Japan, China and Korea • View-through rate (VTR) o Target: 40% o Results: 76.21% (2x of target achieved; increasing our return on investment (ROI) with cost-per-view (CPV) 200% lower than previous Airbnb campaign (From $0.03 to $0.01), by delivering a total of 273,052,520 completed views. • Brand mentions o Target: A sizeable lift during campaign period, based on the average number of brand mentions per week across 6 months in the same year o Results: • China: +15.7% • Japan: +8.4% • South Korea: +18.8% • Click-through rate (CTR) o Target: 0.17% o Result: 0.66% (4x target achieved, 4.5x increase from industry benchmark) • Search Intent o Target: Evident peaks during campaign period, benchmarked against average number across entire year o Results: Japan: Peaked once at 100 (+88.7%) Korea: Peaked once at 80 (+21.2%) China: Peaked twice at 15,300 (+1422.4%) and 13,490 (+1242.2%)
While our previous brand campaign was a huge success in driving awareness of what Airbnb is and what it offers, meaningful brand awareness was still lacking in Asia, as few Asians truly understood and saw the inherent value and difference of the Airbnb experience. We needed to communicate what makes travelling with Airbnb truly distinctive in a meaningful and engaging manner. A digital execution of this campaign enabled us to inspire our audience with our story of a truly authentic Airbnb experience and allow them to transform this into reality and drive immediate action by directing them to our website.
We aimed to speak to a segment of millennial travellers - “Identity Voyagers”, who embrace the idea that home is more of a mindset than a place. They are eager to seek authentic and personal experiences, allowing them to feel inspired and rediscover themselves. Travel, to them, is an ultimate form of self-expression and personal enrichment as it offers both social validation and the promise of finding deeper meaning in their lives. Airbnb fights against conventional travel, where people visit popular tourist attractions. We believe that Airbnb reinvents the way people travel, it opens up opportunities to travel deeper and immerse oneself in local cultures. Only through travelling with Airbnb would travellers be able to travel deeper - beyond the superficial facets of a city. With this, we want our audience to understand what it is to live like a local and gain a deeper understanding of local experiences.