Airbnb: A Different Paris [video]

Credits & Description:

Title: A Different Paris
Agency: Tbwa\Singapore
Brand: Airbnb
Country: Singapore
Advertising Agency: Tbwa\Singapore
Entrant Company: Tbwa\Singapore
Media Agency: Tbwa\Singapore
Pr Agency: Tbwa\Singapore
Production Company: Sixtoes Tv, Singapore
Additional Company: Sixtoes Tv, Singapore
Design Agency: Sixtoes Tv, Singapore
Senior Copywriter: Elrid Carvalho (Tbwa\Singapore)
Executive Creative Director: Gary Steele (Tbwa\Singapore)
Account Director: Joyce Wong (Tbwa\Singapore)
Model Maker: Simon Ingerson (Yippee Ki-Yay)
Editor: Simon Njoo (Cutting Edge)
Music: Song Zu Singapore ()
Executive Producer: Haydn Evans (Sixtoes.Tv)
Apac Head Of Marketing: Matthias Schuecking (Airbnb)
Senior Art Director: Uni Lee (Tbwa\Singapore)
Production Designer: Annie Beauchamp (Photoplay Films)
Executive Producer: Oliver Lawrance (Photoplay Films)
Producer: Allison Gay (Airbnb)
Producer: Emma Thompson (Photoplay Films)
Director Of Photography: Jonathan Rossiter (Photoplay Films)
Director: Norman Yeend (Photoplay Films)
Post Producer: James Rose (Cutting Edge)
Group Account Director: Mandy Wong (Tbwa\Singapore)
Live Action Director: Scott Otto-Anderson (Photoplay Films)
Outcome:
Campaign Tracking Period: 9 September to 18 November 2015Countries: Across Japan, China and Korea•View-through rate (VTR)oTarget: 40%oResults: 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 273,05
520 completed views.•Brand mentions oTarget: A sizeable lift during campaign period, based on the average number of brand mentions per week across 6 months in the same year oResults: •China: +15.7%•Japan: +8.4%•South Korea: +18.8%•Click-through rate (CTR)oTarget: 0.17%oResult: 0.66% (4x target achieved, 4.5x increase from industry benchmark)•Search IntentoTarget: Evident peaks during campaign period, benchmarked against average number across entire year oResults:•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%)
Synopsis:
Airbnb offers over 2 million homes globally that relies solely on strangers trusting each other. While that is a feat in itself, aggressive travel and accommodation options had intensified the market in Asia – reinforcing the conventional travel of packed tourist destinations that Airbnb fights against. While the previous campaign for Airbnb increased awareness for the brand, few Asians really understood what the inherent value of an Airbnb experience was. The challenge was to create a story of an authentic Airbnb experience. To captivate audiences so they would journey with the brand, and be immersed in a narrative that could demonstrate what makes Airbnb different. We wanted people to not just know about Airbnb, but understand that when they travel with Airbnb they actually experience life like a local.
Execution:
The zoetrope was built within a period of 3 weeks. With 11,256 moving parts, it took a 16-member crew of specialty craftsmen and women a total of
340 hours to assemble. Another 648 hours painting the 1,680 3D figurines and other elements of the Zoetrope.MATERIALS USED: •10kg of Urethane plastic for figurines, tables, chairs •2 liters of paint for the models•16x spray paint for the Zoetrope world•12x Spray Glue and 1 liter of Super glue •6 liters of Primer to add details•84 meters of electrical wiring to get the Zoetrope spinning •30 meters of strip LEDs lit up the ZoetropeThe environments were inspired from real Parisian hideaways and were hand painted for authenticity. They were populated using 3D printed figurines and a whole lot of glue.
Campaign Description:
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.
Strategy:
We aimed to speak to a segment of millennial travellers - “Identity Voyagers”, who 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 opens up opportunities to travel deeper and immerse oneself in local cultures. Our film, launched across online and social media channels, spoke to our audience on platforms that are relevant to them and frequent. Sustenance spots that played across TV and in select cinemas followed further immersing our audience in our message.With this, we want our audience to understand what it is to live like a local and gain a deeper understanding of local experiences.