| Title | THE WINDOWS BILLBOARD |
| Brand | AIRBNB |
| Product/Service | AIRBNB |
| Category |
A04. Use of Outdoor |
|
Entrant Company
|
TBWA\ITALIA Milan, ITALY
|
|
Advertising Agency
|
TBWA\ITALIA Milan, ITALY
|
|
Production Company
|
TREES HOME Milan, ITALY
|
Credits
| Nicola Lampugnani |
TBWA |
Chief Creative Officer |
| Anna Palamà |
TBWA |
Creative Director |
| Giorgio Fresi |
TBWA |
Art Director |
| Stefano Guidi |
TBWA |
Copywriter |
| Nora Alcheikhmousse |
TBWA |
Account Manager |
| Gianluca Catania |
Trees Home |
Director |
| Chiara Grandi |
Trees Home |
Producer |
| Ivan Donadello |
Trees Home |
Post Production Supervisor |
| Marco Roccabella |
Trees Home |
Editing |
Brief Explanation
Airbnb needs to increase its awareness and wom in focus Italian's regions.
Open windows to real Airbnb houses will let you feel like a local everywhere in the world.
Results and Effectiveness
Engaged people during 20 days contest activity: 8102 participants - 1 each 40 seconds on average.
The contest runned only 4 hours per day, during evening.
Creative Execution
The installation last 1 month; during day one side of the installation - "Welcome Home side" - showed real Airbnb houses and destination around the world thanks to windows wall led. In the evening the other side of the installation - "Be ready to travel side"- let pedestrians the opportunity to open the windows and try to win one of the 200 Airbnb digital coupon.
Owned social media has been used during and after the installation to generate WOM.
Insights, Strategy and the Idea
The focus target was millenials, gen Y and adults. People with an open mind approach and digitalized.
They partially know airbnb but not addicted yet cause they really don't know what Airbnb stands for.
To create the right state of mind to communicate "belong anywhere" message the installation has been located in a highly frequented happy hour district of Milan - called Colonne San Lorenzo - where people usually chill out and started in spring when people plan next summer holiday.