AirBnB Plans Book

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AirBnBThe “Home Away from Home” Campaign Plans book

By: Alex Shaw

Copywriting Individual Project for Prof. Laura Brittain

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Creative Brief.................................................................................................................Pg. 4

Copy Platform...............................................................................................................Pg. 6

Creative Components:

– Logo/Slogan...................................................................................................Pg. 8

– Print Ads..........................................................................................................Pg. 10

– Radio Ads........................................................................................................Pg. 13

– Television Ad..................................................................................................Pg. 15

– Interactive/Social Media Ads.......................................................................Pg. 18

– Out of Home Ads..........................................................................................Pg. 24

– Guerrilla/Non-traditional Ads.......................................................................Pg. 26

– Multicultural/International Ad.....................................................................Pg. 29

– Promotional Items..........................................................................................Pg. 30

Table of Contents

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Creative Brief

Why are we advertising?AirBnB wants the community of AirBnB users (people who rent out their space) and consumers (people who rent out the space) to grow. They want to translate the idea of belonging to a new audience.

Who are we talking to?The audience is global. We’re talking to anyone on a budget, anyone who wants to immerse them-selves more in the culture of the place their at, and the “modern traveler.”

What should the advertising say?The advertising should emphasize belonging: what it means, how people experience it in their lives, and how AirBnB creates a community (and how they can expand it). The belonging aspect needs to be global and incorporate different cultures. People need to be the main focus and how hearing their stories and experiencing them in their personal setting can create a sense of belonging and community.

Why should they believe it?-1000 new hosts are popping up every day -Spans 190 countries, 34,000 cities, and has 1,000,000 users worldwide

-Inc.’s 2014 Company of the Year

-Talked about by The New York Times, The Ellen Degeneres Show, ABC News, and more

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What Tone of Voice should the advertising have?The advertising needs to focus on belonging, and how using AirBnB creates a sense of warmth, connectivity, and community with people all over the world. A friendly, welcoming tone is desired in the advertising to appeal to everyone and help people trust the idea of home-sharing.

What is/are the requirements?Any medium can be used: “advertising in all its forms, social media, apps, PR, product, experience, and anything else that makes sense to you. Just make sure it’s something that works both digitally and in the real world, on and offline.” For the presentation itself, either a 2 minute video or 8 powerpoint slides are needed to present the solution and a 1 minute video or 4 powerpoint slides is needed to show research and development.

Specific brand executions will include:Must emphasize community and belonging and how AirBnB accomplishes that.Must be relatively diverse and encapsulate the amount of users and locations that they are at.Must be broad: contain a lot of different media as long as it’s relevant.Human factor and experience needs to be emphasized.Use emotion.Connectedness is valuable.

Who’s the competition?Hotels, friends of travelers, other rental websites

What makes us better?Known worldwide, big name news outlets talking about the company, Inc.’s top company of 2014, creates an experience with new people, community-based

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Copy Platform

Ad problem/Opportunity

The brand needs more awareness and more recognition as a serious company. They want more people to provide renting opportunities and create a closer community with all of the users and make everything feel safe and friendly.

Product/Service characteristicsAirBnB provides people the opportunity to rent out their extra space to random users of AirBnB, providing them with a bed and breakfast-like situation and allowing them the opportunity to enjoy an area from the comfort of someone’s home. Creates a sense of community amongst strangers.

Target market Demographics: men and women ages 30-65

Psychographics: dating/newlyweds to retirees, adventurous travelers, anyone wanting to immerse themselves in the place they’re staying

Describe a typical prospect: Jared is a 32 year old man that loves to travel and see the world. Jared doesn’t get to travel a lot nowadays because of his job, but having some vacation time, Jared decid-ed he wanted to see what’s going on in the world. Having always been an adventurous and person-able guy, Jared wanted to have the chance to experience a place and fully immerse himself in it so that he can understand a culture and have stories to tell. Competition: Hotels, friends of travelers, other rental websites

Benefits/Selling points and appealAllows for new and unique experiences, diverse housing opportunities, wide amount of locations, can be cheaper than a lot of housing opportunities depending on who’s hosting, arrangements are made personally with the renters, allows one the get to know who the renters are (in some instanc-es)

Creative premise/theme “Your home away from home.”

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Logo

AirBnB

From

To

The old Logo looked good, but it didn’t emphasize homes in any way. The lack of capitalization in the original logo also created confusion in how to actually say the name of the company, thus by capitalizing the important parts of the name people will not be confused in how to say it.

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Slogan

Your home away from home.

This slogan has a lot of different meanings to it. First is the saying “home away from home,” a place you find comfortable or that you visit a lot. Second, “your home,” as in it is the place you are staying, your pseudo home. Third, it is a literal home that is away from your own home.

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Print Ads

Welcome to our life.

AirBnBYour home away from home.

Magazine

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Newspapers aren’t the only things

you can share

AirBnBYour home away from home

For more information go to airbnb.com

Newspaper

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Miles away from home, but it feels like you never left.Renting housing through AirBnB gives you the unique experience of living in someone’s house, helping you feel welcome and allowing you to immerse yourself in the area.



Magazine

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Radio Ads

AirBnB Radio Advertisement

Narrator: Grandma’s house;

(cue old lady saying “hello, dearie!) visiting her is like stepping into a time

(cue time machine noises) machine, and not the fun kind. You won’t find adventure in public television,

(cue television channel surfing (zapping) noises) outdated appliances,

(cue awkward buzzing noise)and trips to the grocery store.

(cue checkout beeping)When excitement consists of hearing about how life was “back in the day” and going to bed

(cue snoring) at 5:30 PM, you know you need something more. Go ahead and visit AirBnB.com, where people from over 120 countries rent out their own space for adventurers just like you. AirBnB is the only thing standing in between this

(cue old lady saying “Whooooo, Bingo!”) and this!

(cue man shouting “Whoooooooo!!”) So what are you waiting for?! AirBnB, your home away from home!

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Radio Advertisement #2

Cue: 1950s-esque TV scene change jingleWoman: Hello honey! How’s booking a hotel going for our vacation? Oh, I mean our “business trip.” (emphasize business trip)Cue: laugh trackMan: Not too well, dear. These hotels just aren’t doing it! There’s such little life in these hotels that we might as well be sleeping in a coffin!Cue: laugh trackWoman: Well, why not try AirBnB.com? People put their own homes up for rent! We get to meet new people and be a part of the community, all while feeling like we never left home!Man: Never left home?! But I thought the kids were going to stay with your sister!Cue: laugh trackWoman: Oh dear, of course they are! Why do you think we’re taking this “business trip” anyway?Cue: cheersAnnouncer (1950s announcer): With over one million places to stay in over 190 countries, AirBnB can make any trip an adventure. Go to AirBnB.com and learn more about who’s hosting a place to stay and how to do it yourself. AirBnB, your home away from home!

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Television Ads

VIDEO AUDIO

1. WOMAN WALKS INTO HOTEL TO CHECK IN. AT DESK SEES CHILD STAYING TO HER LEFT. SMILES, CHILD STARTS CRYING

2. GETS TO ROOM AND TRIES TO OPEN DOOR, KEYCARD WON’T SCAN (WOMAN IS SMILING THE WHOLE TIME)

3. TURNS ON WATER IN THE BATHROOM, NO WATER COMES OUT (WOMAN IS SMILING)

4. WOMAN SITTING IN HOT TUB, WAVES TO BIG, HAIRY MAN SITTING IN THE TUB WHO JUST STARES AT HER ANNOYINGLY

5. WOMAN (SMILING) TURNS ON TV, TV FIZZLES AND POPS

6. WOMAN TRYING TO SLEEP IN BED, CAR NOISES ARE HEARD COMING FROM OUTSIDE

7. SHOWS PEOPLE HAVING A GREAT TIME IN RANDOM LOCATIONS/INTERACTING WITH THE PEOPLE RENTING OUT THEIR SPACE

8. SHOWS WOMAN SMILING AND DRINKING COFFEE WITH RENTAL OWNER

9. AIRBNB LOGO WITH “LIVE YOUR LIFE, SHARE THE EXPERIENCE” TAGLINE

SOUND: CHILD CRYING

SOUND: MUSIC

SOUND: DOOR KEYCARD SCANNER

SOUND: FAUCET HANDLE

SOUND: CREAKING PIPES

SOUND: HOT TUB BUBBLING

SOUND: ELECTRIC FIZZLING AND

POPPING

SOUND: CAR NOISES (HONKING,

BRAKING, REVVING, ETC.)

NARRATOR: THIS ISN’T A GETAWAY

NARRATOR: THIS IS A GETAWAY!

NARRATOR: HOTELS CAN’T COMPETE

WITH A REAL HOME FEEL

NARRATOR: AIRBNB, YOUR HOME AWAY

FROM HOME!

Reversal (script only)

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Advertiser: AirBnB Title: Front Door of AdventureAgency: Shaw Studios Format: Television advertisement

Product: AirBnB’s unique housing rental service

Length: 30 sec

“man waves goodbye to family” “queue ‘Traveling Music’ by Postman Pat” “greets person in next house and walks in “house”

Waves goodbye, walks out of house, greets new person and walks in





Queue logo!People man has met on travels gather around house

Walk to house and family

AirBnB

Normal Ad (script and storyboard)

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VIDEO AUDIO

1. MAN WAVES GOODBYE TO HIS FAMILY AND STARTS WALKING TO THE RIGHT, ENDS UP AT NEW HOUSE WHO’S OWNER GREETS HIM AND LETS HIM IN

2. MAN WALKS THROUGH HOUSE TO OTHER SIDE, WAVES GOODBYE, THEN GREETS NEW PERSON AT NEW HOUSE/LOCATION AND WALKS IN




6. MAN WALKS THROUGH HOUSE TO OTHER SIDE, WAVES GOODBYE, THEN GREETS NEW PERSON AT

7. NEW HOUSE/LOCATION AND WALKS IN 8. MAN WALKS TO THE FRONT OF HIS HOUSE

AND IS GREETED BY HIS FAMILY9. PEOPLE THE MAN MET DURING THE TRIP

CIRCLE AROUND HIS HOUSE (SHOWS COMMUNITY)

10. LOGO POPS UP ON SCREEN

SOUND: “Traveling Music” by Postman

Pat

Narrator: AirBnB, your home away from

home.

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Interactive/Social Media

Using Facebook, people can share their stories about places they have traveled to using AirBnB and can discuss their opinions of the trip and help others with the service.

Terry and Claire share their story and opinions of traveling to India! #airbnb #OneLessStranger

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It’s always sunny at home, even if it isn’t yours. AirBnB

Your home away from homeFor more information go to airbnb.com

Someone experiences this every morning and they want to share it with you.



Rain covers the page except for the house panel which stays nice and dry. Headline says “It’s always sunny at home, even if it isn’t yours.

Clouds start to cover the page, accompanied with the image of the man drinking the coffee whilst sitting in front of a beautiful mountain scene. A headline appears in the clouds and says “Someone experiences this every morning and they want to share it with you.”

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AirBnB

Anywhere your heart desires!

Where will this door take you?

AirBnB

Click the door to find out

Interactive Ad Sequence

Image pops on screen, prompting the user to click it.

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AirBnB


AirBnB


Image pops on screen, prompting the user to click it.After clicking on the door, an assortment of images pop up and cycle through all these nice places people live near.

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AirBnB


AirBnB

After cycling through images, the ad goes to it’s initial spot, slowly scrolling through the pictures.

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Sweepstakes put on by AirBnB on Twitter where people tweet out where they want to go visit and they automatically get entered in to win a prize, spanning from new luggage, to AirBnB merchandise, even to reduced airfare, among other things.

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Out-of-Home Ads

Running water sounds a lot better than morning traffic.

Don’t you want to experience this for yourself ?



Bus Shelter

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Experience this life

AirBnBairbnb.com

Billboard

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Guerrilla/Non-traditional Ads

Right here will be a lot of information about AirBnB. Of course, I’m not quite

sure what will be here exactly. Now I’m just going to fill the rest with random

nonsense, ya know?

Right here will be a lot of information about AirBnB. Of course, I’m not quite

sure what will be here exactly. Now I’m just going to fill the rest with random

nonsense, ya know?

AirBnB AirBnBWhat place would you

like to experience?

Chalkboard

*will be placed in a public location such as a park

Welcome

Stand to be put in a public location such as a park. The stand has information about AirBnB on one side and has a chalkboard on the other side, with the question: “What place would you like to experience?” Having this out for people to interact with creates a sense of community, helps create connections, and gathers interest in the company itself.

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AirBnB

This is Linda

Linda, from Santa Monica, California, invites you to her house to experience the life she lives.

airbnb.com

Elevator

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AirBnBThere’s an AirBnB home near here!

Find out where at airbnb.com

*Will be placed outside of big tourist locations

Big locations for tourism will have these signs placed at them. After these start popping up a lot more, people will be allowed to suggest other areas to put them via social media (Twitter, Facebook, etc.). This will allow lesser know tour-ist destinations to be spotlighted so that people will always know where to visit and stay near.

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Multicultural/International Ad

AirBnBBienvenido a Casa.La experiencia de la vida de las personas en todo el mundo acaba por quedarse en su casa. Su hogar lejos del hogar

Para obtener más información, visite airbnb.com

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Promotional Items

After a location has been stayed in for long enough, the owners can be provided with personalized merchandise to give to people who stay in their house. Items such as shirts, mugs, umbrellas, backpacks, towels, etc. will be available to renters to give to people who rent with them as an incentive to stay/thank you for staying.

Point System for AirBnB users:

People who use AirBnB can get points based on where they stay (distance-wise) and for how long they stay. By collecting enough points, AirBnB users can get free merchandise, luggage, coupons for various restaurants and stores, and even discounts on airfare.

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AirBnB

Feel at home

airbnb.com

Sticker

AirBnB Plans Book

Documents

Transcript of AirBnB Plans Book