THE FIRST START-UP VILLAGE

Bronze Spike

Case Film

Presentation Image

TitleTHE FIRST START-UP VILLAGE
BrandAIRBNB CHINA
Product / ServiceTHE JBZ PROJECT
CategoryA11. Corporate Social Responsibility (CSR) / Corporate Image
EntrantAIRBNB CHINA Beijing, CHINA
Idea Creation ANOMALY Shanghai, CHINA

Credits

Name Company Position
Mia Chen Airbnb China Marketing Director
Elaine Hui Airbnb China Senior Brand Manager
Chao Zhang Airbnb China Brand Manager
Justin Leung Airbnb China Creative Director
Summer Zhang Airbnb China Social Specialist
Shirley Ling Airbnb China Brand Manager
Antonius Chen Anomaly Shanghai Executive Creative Director
Morris Lee Anomaly Shanghai Creative Director
Ada Hu Anomaly Shanghai Creative Director
Daniel Cheng Anomaly Shanghai Art Director
Kiki Kong Anomaly Shanghai Business Director
Rita Zhai Anomaly Shanghai Senior Account Manager
Doris Zhang Anomaly Shanghai Producer
Mizy Wang Anomaly Shanghai Producer

Why is this work relevant for Brand Experience & Activation ?

From starting till now, Airbnb keeps serving and strengthening local culture and communities. To fulfill this vision, we help to build "The First Start-up Village" in Jiang Bian Village(hereinafter referred to as “JBZ"), China combining the brand’s expertise in sharable economy with local resources and distinctive culture. A 360 “Business Plan” including revamping old houses to Airbnb listings, host training program, local IP development, online culture experience journey and KOL endorsement helped this isolated village re-connected to the world. Eventually the village's economy is vitalized again and the culture is reserved.

Background

Situation: Jiang Bian Village, in Guangxi Province China, is the nationally poverty county with per capita as RMB 6,000. With limited job opportunity, young people gradually leave the village and its culture declines. After nearly one-year on site research, airbnb wants to help the village rejuvenates itself through sharable economy and tourism. Brief: Leverage on the local resources and culture to offer solutions for sustainable development of Jiangbian Village. Objective: to revitalize local economy and reserve it's culture in a sustainable way.

Describe the creative idea (20% of vote)

Villagers of JBZ seemingly owns less. However, as we see, the valuable culture they have and the simple and authentic way of life they keep make them even “richer”. Airbnb wants to champion the spirit and invite more people to the village to experience. As a start-up company, Airbnb knows how to build from the scratch. We help to turn this small old country into “the First Start-up Village” to achieve its sustainable economy development. Starting from revamping two old houses into modern apartment having been listed on Airbnb globally, we also roll out a host training program, launched a IP product featured local plants and build a immersive online journey inspired by local culture. Everything starts from the village and serves for it. With the recovery of economy and job opportunity having been created, more young people come back from cities to become the protector of local culture.

Describe the strategy (20% of vote)

Target audience: Mass consumers 1. JBZ villager and their friends - Through day-to-day conversation with them and training program we introduce Airbnb and a business model to them. 2. Normal consumers - Airbnb is dedicated to helping to preserve, perpetuate and celebrate the authenticity of JBZ. 3. Government and institution - Exploring a new way of poverty reduction by combining local culture with sharable economy and tourism.

Describe the execution (30% of vote)

The “First Start-up Village” project lasts for two years from 2016 to 2018 including planning, research, construction and communication. The execution can be divided into six steps. 1. Revamping old farm houses into cultural destinations 2. Establishing a Co-op where everyone is a shareholder 3. 18-months training with Airbnb superhosts 4. Village houses listed globally on Airbnb open to guests around the world 5. A branded line of village produce 6. An Immersive digital experience inspired by local culture The village houses can be booked on Airbnb accessible to travelers all over the world. The digital website lasts for half a year (2018.12-2019.6) , open for traveler all over the world to experience.

List the results (30% of vote)

In half a year, the houses listed on Airbnb has generated RMB 52,000, amount to nearly 9 times of a villager’s annual income and the booking rate reaches 90%. The branded local produce has generated income amount to RMB 38,000. The digital experience has got promoted by earned media and receive 950k viewership and the project has been covered by 309+ times including national TV stations, newspapers, websites and social media.

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