| Title | EIFFEL TOWER ALL YOURS |
| Brand | HOMEAWAY |
| Product/Service | VACATION RENTALS |
| Category |
B05. Use of Ambient Media: Large Scale |
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Entrant
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SAATCHI & SAATCHI FRANCE Paris, FRANCE
|
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Idea Creation
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SAATCHI & SAATCHI FRANCE Paris, FRANCE
|
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Media Placement
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BLUE449 Paris, FRANCE
|
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PR
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GRAYLING AGENCY Paris, FRANCE
|
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Production
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PRODIGIOUS Saint-Denis, FRANCE
|
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Additional Company
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GOOD2HEAR NEUILLY SUR SEINE, FRANCE
|
Credits
| Philippe Rachel |
Saatchi & Saatchi France |
Creative Director |
| Carl Harborg |
Saatchi & Saatchi France |
Creative Director |
| Vincent Berard |
Saatchi & Saatchi France |
Art Director |
| Olivier Porte |
Saatchi & Saatchi France |
Art Director |
| Olivier Desprès |
Saatchi & Saatchi France |
Managing Director |
| Philippe Merillon |
Saatchi & Saatchi France |
Managing Director |
| Barberine Reyners |
Saatchi & Saatchi France |
Strategic Planning Director |
| Roxane Roullier |
Saatchi & Saatchi France |
Account Director |
| Guillaume Nikos |
Saatchi & Saatchi France |
Account Director |
| Pauline Lejars |
Saatchi & Saatchi France |
Advertising Manager |
| Chloé Oxane |
Saatchi & Saatchi France |
Advertising Manager |
| Yaniv Abittan |
Saatchi & Saatchi France |
Chief Operating Officer |
| Jacques-Marie André |
Saatchi & Saatchi France |
Operational Account Manager |
| Nicolas Hamou |
Saatchi & Saatchi France |
Production Manager |
| Toufik Mahfoufi |
Saatchi & Saatchi France |
Production Manager |
| Adrien Lo |
Saatchi & Saatchi France |
Floor Manager |
| Alix Calonne |
Saatchi & Saatchi France |
Event Account Director |
| Jessica Xavier-Cochelin |
Saatchi & Saatchi France |
Account Manager |
| Kate Stanners |
Saatchi & Saatchi UK |
Global Chief Creative Officer |
| Marie Deery |
Saatchi & Saatchi UK |
Head Of Account Management |
| Amy Wright |
Saatchi & Saatchi UK |
Account Director |
| Isabelle de Mascolo |
Prodigious |
Producer |
| Alison Begon |
Prodigious |
Production Director |
| Olivier Minet |
Prodigious |
Film Director |
| César Decharme |
Prodigious |
Film Director |
| Hannah Rosselin |
Prodigious |
Film Director |
| Stève Siracuse |
Prodigious |
Film Director |
The Campaign
In order to install and nourish the premium positioning of the brand on its crowded category, the brand should deliver to its customers an amazing experience that would reflect its vision of premium holidays. The starting point of the whole campaign was based on a simple truth : unique places make unique vacation memories. What could be the most unique place in Paris ? A place that everyone knows ? A place that everyone dreams of ? A place that no one could even imagine to be all for oneself ? Only the Eiffel Tower could be this unique place ! For the first time in history, we built an apartment at the first floor of the Tower and HomeAway could invite some lucky families from around the world to win the privilege to sleep in it and have the Eiffel Tower all for themselves during one magic night.
Campaign Success
The campaign started by a digital contest inviting travelers from all over the world to answer a simple question : “what would you do if the HomeAway Eiffel Tower Apartment was all yours for a night?”. To amplify and create traffic to this digital contest, we created several viral videos. In the meantime, the agency had the responsibility to build out of nothing a temporary, family-friendly first-of-its-kind living apartment in the first floor of the Eiffel Tower. In addition to the sleepovers of the 4 families, we also invited many other lucky people to share the unique location. We organized many events that created a strong PR excitement : yoga sessions, romantic afternoons, kids activities… All the events were broadcasted on Facebook Live or livetweeted.
Describe the success of the promotion with both client and consumer including some quantifiable results
The digital contest engaged more than 150 000 participants.
More than 2 500 articles have been written in 30 countries.
It attracted 58% more owners to list their properties on HomeAway sites, beating our targets by 30%.
It delivered 77% of new visitors to the sites, way above current mix.
And the share visitors searching for the brand has grown 24%.
We increased our brand awareness by 6pts.
The Global social reach of this campaign was around 7,5 million of impressions, and the Facebook engagement was 5%.
Explain why the method of promotion was most relevant to the product or service
The whole campaign was built on consumers participation. We allowed 4 lucky families to win a life-time experience : sleep in a an exclusive apartment in the Eiffel Tower. In addition to these sleepovers, the brand also welcomed more than 9000 participants to live, during one month, fantastic activities in the same apartment. All of them shared their experiences on social networks and actively participated to promote the brand image and message all over the world.
Launching itself on the European market for the first time, HomeAway had two major challenges. First, the brand had to massively gain in awareness. Secondly, the brand needed to install its premium positioning among the numerous actors of this crowded category and nourish its brand’s signature “It’s your vacation, why share it ?” .
To meet with these ambitious objectives, we had to conceive something big that would speak to everyone and create a unique experience. The choice of the Eiffel Tower allowed us to target a huge audience and to leverage the premium promise of the brand. We implemented a two-pilars campaign where the digital plan was amplified through real-life events creating strong PR.