Title	#NIGHTAT
Brand	AIRBNB
Product/Service	ONLINE PLATFORM
Category	B04. Use of Digital Content
Advertising Agency	TBWA\CHIAT\DAY Los Angeles, USA
Media Agency	STARCOM MEDIAVEST GROUP London, UNITED KINGDOM
Entrant Company	STARCOM MEDIAVEST GROUP London, UNITED KINGDOM

Name	Company	Position
Liam Brennan	Starcom Mediavest Group	Digital Strategy Director/Global
Nicholas Larder	Starcom Mediavest Group	Digital Strategy Director/UK
Arthur O'Neill	Starcom Mediavest Group	Global Junior Strategist
Timo Schmid	Starcom Mediavest Group	Account Director
Russell Pugh	Starcom Mediavest Group	International Senior Executive
Alistair Pitkin	Starcom Mediavest Group	Paid Social Media Executive

Brief Explanation

Win the sleepover of the year. Everyone has their dream holiday. From honeymooning in a beach-hut to discovering Japanese culture at a Tokyo dojo. We spend lifetimes browsing pictures imagining the extraordinary experiences we’d have there. And we share those dreams with others through social media; with visually engaging content having valuable social currency. But they’re just fantasies, aren’t they? This is where Airbnb comes in. They want to change the way people travel, and allow them to experience amazing places through the eyes and homes of locals. The brand truly believes in a world where you can belong anywhere.

Results and Effectiveness

Each #NightAt experience was and is ran sequentially, as to avoid too much clutter in the marketplace. Each separate campaign generally ran over a two week period to enable enough time for promotion of the opportunity, applications, selection of the winner and then promotion of the experience. The only elements of the campaign that were subjected to movement was varying levels of investment within each of the social channels we were using, as we were consistently optimising towards the best performing products.

Creative Execution

We created a globally consistent approach to activating these unique experiences. This allowed us to scale our approach across all markets. We focused on delivering content to audience groups via social media and PR outreach: - Fans: We used them as ambassadors on Facebook and Twitter. - Sharers: We identified groups that were most likely to share content on social platforms. - Influencers: We worked with relevant bloggers and celebrities to create credible advertorials. - Aficionados: Those everyday people who were passionate about the nature of the #NightAt We super-charged our targeting through 3rd party data, pin-pointing a connected audience.

Insights, Strategy and the Idea

Lucky guests could spend a “#NightAt” the place of their dreams. We gave people the opportunity to spend the night at highly exclusive spaces. Working with iconic locations we created incredible properties that people would love to stay at, discuss and share images of. Each property was tailored to a specific market and audience. Most importantly these ‘dream’ experiences created conversations about Airbnb. Potential guests talked about the amazing destinations while existing users discussed their own Airbnb experiences. We captured those conversations and fuelled them with media, ensuring that millions of new people found out about Airbnb.