This brief we was given was to create awareness of Air Bnb to home owners that are unaware of the service in the UK, how the british culture is much different to the USA, this campaign is to exactly Air bnb can do for them, as well as offering safety and security throughout the hosting process, easing the nerves of the British public.
Our Insight: Safety and security
During September, thousands of students leave home to embark on their new university lives. This leaves many home owners/parents with an "Empty Nest' This opens the door for an opportunity with Air bnb, during term time to rent out these spare bedrooms.
Many home owners don't know the possibilities they could do with a spare bedroom that can be beneficial to them.
Although an issue may be letting an unknown individual stay in your home – Airbnb can assure safety and security through this campaign by outcome of this campaign represents that Airbnb is safe and secure and the host to be is not alone.
Due to our target market being home owners, typically aged 35+, who might not have even heard of the service, we will be partnering up with google maps to ensure the host feels safe and secure, with a familiar brand that they can trust alongside Air Bnb.
Working with Google maps is designed to be clear, simple and effective.
Potential hosts and travellers can search through Google maps to view Air Bnb properties. They will be displayed as the Air Bnb logo on the map and once clicked, reveal and brief summary of the property, as well as a link to direct them to the property on the Air Bnb website.
Hosts-to-be will use this feature to view the popularity of the service in their area. this will then entice them to consider hosting for themselves, reassuring them that other home owners host and it is a strong community platform.
With our 'Empty Nest' campaign, we will raise awareness of Air Bnb throughout a range of media channels.
Air Bnb will be holding talks in London, on becoming a host, this involves meeting the Air Bnb team and other hosts that currently use the service.
This helps home owners to feel a part of the community and to learn how to benefit this helps home owners to feel apart of the community and ot learn how to benefit from hosting their own empty nest. We will set up Air Bnb pop up bedrooms at University campus open days across the UK, aiming directly at parents of the soon to be students.
The room will look like an empty spare bedroom, influencing home owners to make the most of their space, once their child has left for university. Air Bnb representatives will be on site handing out invitations that we have designed (see designs below) to the next Air Bnb 'Become a host' talk in London.
Below is the pop up Air Bnb bedroom that will be at University campus open days, these pop up 'spare' bedrooms show the emptyness that comes with a child leaving the nest and what Air Bnb can do to help, whether it is just filling the room and having an extra face in the house, or it's extra money - Air Bnb can offer it all.
The invite is designed as a Carabineer clip attached to hard board, this carabineer is in the shape of the Air bnb logo, symbolising the strong community, security and safety that Air Bnb stands for; a constant reminder of the brand which can then be used for many uses around the house and travelling.
Behind the carabineer is an image of an empty birds nest which represents home and comfort.
As above is the front and back of the invitation/leaflet, the back of the invitations include a small amount of friendly text just enough to include quick information on who Air Bnb is, also including a call to action for where they can find out more.
By handing out a free gift and information on this service, people feel they must find out more.
Air Bnb Strategic Evaluation
