Title	STAY SUSTAINABLE ON AIRBNB
Brand	ÅHLÉNS
Product/Service	RETAIL STORE
Category	C04. Travel, Leisure & Retail (incl. e-commerce & Restaurants)
Entrant Company	FORSMAN & BODENFORS Gothenburg, SWEDEN
Advertising Agency	FORSMAN & BODENFORS Gothenburg, SWEDEN
Media Agency	MINDSHARE Gothenburg, SWEDEN

Name	Company	Position
Pontus Levahn	Forsman/Bodenfors	Copywriter
Silla Levin	Forsman/Bodenfors	Art Director
Håkan Larsson	Forsman/Bodenfors	Designer
Susanna Glenndahl Thorslund	Forsman/Bodenfors	Advertiser Supervisor
Nicole Van Rooij Ekström	Forsman/Bodenfors	Account Manager
My Troedsson	Forsman/Bodenfors	Planner
Magnus Kennhed/Åsa Hammar	Forsman/Bodenfors	Agency Producer
Joel Borg	-	Pr
Jenny Ring	Forsman/Bodenfors	Music Supervisor
Sara Haag	Sara Haag Ab	Director
Petra Johansson	Sara Haag Ab	Executive Producer
Frederic Rinnan	Sara Haag Ab	Producer

Brief Explanation

Many Swedes make active sustainable choices in the grocery store. But when it comes to buying other things people aren’t as aware. Åhléns’ sustainable collection “Bra val” (Good choice) is very wide and stretches from kitchen utensils and home décor to fashion and beauty products. We wanted to show that you can kit out an entire home with sustainable products, not only your refrigerator. So to promote “Bra val” we did just that, and put the place up for rent on Airbnb, so that anyone could book a night and experience sustainable living, and Åhléns products, for real.

Results and Effectiveness

* The apartment was fully booked in less than two days. * Awareness about Åhléns sustainability ambition - up 250%. * "It's easy to make sustainable choices at Åhléns" - up 90%. * People more positive to Åhléns in general - up 27%. Highest level in years. * The campaign was picked up and covered by major interior design magazines, blogs and newspapers in Sweden.

Creative Execution

We invited Åhléns’ club members via email and social media followers through videos, to book nights. The cheap rent came with a voucher, for the same amount, to buy Bra val-products with. In the Airbnb listing you could also see all the products and read about Åhléns’ sustainability ambition. The campaign started by letting Åhléns’ sustainability manager and TV-entertainer Kalle Zackari Wahlström stay in the apartment together for 24 hours. This was turned into a web series, kicked off by a trailer on TV. Bloggers and journalists booked nights and covered the story, which made the word spread.

Insights, Strategy and the Idea

Åhléns has a really broad target audience, more or less offering something for everyone. For this campaign we targeted people who are very open to sustainability, but have a limited awareness about sustainable shopping outside the grocery store. Not least when it comes to Åhléns. We needed to display the width of the collection and position Åhléns as a great destination for sustainable shopping. The Airbnb apartment gave us the opportunity to both convince people on by one, but also use the listing as a product catalogue and campaign site.