AirBnB

The Home Away from Home Campaign Plans book

By: Alex Shaw

Copywriting Individual Project

for Prof. Laura Brittain
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 Table of Contents

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

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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. Were 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 its 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 its relevant.
Human factor and experience needs to be emphasized.
Use emotion.
Connectedness is valuable.

Whos 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 characteristics
AirBnB 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 someones 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 theyre staying

Describe a typical prospect: Jared is a 32 year old man that loves to travel and see the world. Jared
doesnt get to travel a lot nowadays because of his job, but having some vacation time, Jared decid-
ed he wanted to see whats 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 appeal

Allows for new and unique experiences, diverse housing opportunities, wide amount of locations,
can be cheaper than a lot of housing opportunities depending on whos 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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7
 Logo

From

To

AirBnB
The old Logo looked good, but it didnt 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.

AirBnB
Your home away from home.

Magazine

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 Newspapers arent
the only things
you can share

AirBnB
Your 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 someones house,
helping you feel welcome and allowing you to
immerse yourself in the area.

AirBnB
Your home away from home
For more information go to airbnb.com

Magazine
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 Radio Ads

AirBnB Radio Advertisement

Narrator: Grandmas 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 wont 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 jingle

Woman: Hello honey! Hows booking a hotel going for our vacation? Oh, I mean
our business trip. (emphasize business trip)
Cue: laugh track
Man: Not too well, dear. These hotels just arent doing it! Theres such little life in
these hotels that we might as well be sleeping in a coffin!
Cue: laugh track
Woman: 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 track
Woman: Oh dear, of course they are! Why do you think were taking this business
trip anyway?
Cue: cheers
Announcer (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 whos hosting a place to stay and how to do it yourself. AirBnB, your
home away from home!

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 Television Ads
Reversal (script only)
VIDEO AUDIO

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

2. GETS TO ROOM AND TRIES TO OPEN DOOR, KEYCARD

WONT SCAN (WOMAN IS SMILING THE WHOLE TIME) SOUND: DOOR KEYCARD SCANNER

3. TURNS ON WATER IN THE BATHROOM, NO WATER COMES

OUT (WOMAN IS SMILING)

SOUND: FAUCET HANDLE

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

5. WOMAN (SMILING) TURNS ON TV, TV FIZZLES AND POPS SOUND: ELECTRIC FIZZLING AND

6. WOMAN TRYING TO SLEEP IN BED, CAR NOISES ARE POPPING

HEARD COMING FROM OUTSIDE
SOUND: CAR NOISES (HONKING,

BRAKING, REVVING, ETC.)

7. SHOWS PEOPLE HAVING A GREAT TIME IN RANDOM NARRATOR: THIS ISNT A GETAWAY
LOCATIONS/INTERACTING WITH THE PEOPLE RENTING
OUT THEIR SPACE
NARRATOR: THIS IS A GETAWAY!

8. SHOWS WOMAN SMILING AND DRINKING COFFEE WITH

RENTAL OWNER

NARRATOR: HOTELS CANT COMPETE

WITH A REAL HOME FEEL

9. AIRBNB LOGO WITH LIVE YOUR LIFE, SHARE THE NARRATOR: AIRBNB, YOUR HOME AWAY
EXPERIENCE TAGLINE
FROM HOME!

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 Normal Ad (script and storyboard)
Advertiser: AirBnB Title: Front Door of Adventure
Agency: Shaw Studios Format: Television advertisement
Product: AirBnBs unique housing rental Length: 30 sec
service

man waves goodbye to
family queue Traveling
Music by Postman Pat
greets person in next house
and walks in house
Waves goodbye, walks out Waves goodbye, walks out
of house, greets new person of house, greets new person
and walks in and walks in

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

AirBnB

Walk to house and family People man has met on Queue logo!
travels gather around house

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 VIDEO AUDIO

1. MAN WAVES GOODBYE TO HIS FAMILY AND SOUND: Traveling Music by Postman
STARTS WALKING TO THE RIGHT, ENDS UP
AT NEW HOUSE WHOS OWNER GREETS HIM Pat
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

3. MAN WALKS THROUGH HOUSE TO OTHER

SIDE, WAVES GOODBYE, THEN GREETS NEW
PERSON AT NEW HOUSE/LOCATION AND
WALKS IN

4. MAN WALKS THROUGH HOUSE TO OTHER

SIDE, WAVES GOODBYE, THEN GREETS NEW
PERSON AT NEW HOUSE/LOCATION AND
WALKS IN

5. 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 FAMILY
9. PEOPLE THE MAN MET DURING THE TRIP
CIRCLE AROUND HIS HOUSE (SHOWS
COMMUNITY)
10. LOGO POPS UP ON SCREEN
Narrator: AirBnB, your home away from

home.

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 Interactive/Social Media

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

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.

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 Rain covers the
page except for the
house panel which
stays nice and dry.
Headline says Its
always sunny at
Its always sunny at home, home, even if it
even if it isnt yours.
AirBnB
Your home away from home
For more information go to airbnb.com
isnt yours.

Clouds start to cover

the page, accompanied AirBnB
with the image of the Your home away from home
For more information go to airbnb.com

man drinking the coffee

whilst sitting in front
of a beautiful mountain
scene. A headline Someone experiences
appears in the clouds this every morning and
and says Someone they want to share it with you.
experiences this every
morning and they want
to share it with you.

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 Interactive Ad Sequence

Where will this

door take you?
Click the door
to find out

AirBnB

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

AirBnB
Anywhere your heart desires!

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 AirBnB
Anywhere your heart desires!

After clicking on the door, an assortment of images pop

up and cycle through all these nice places people live near.

AirBnB
Anywhere your heart desires!

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 AirBnB
Anywhere your heart desires!

AirBnB

After cycling through images, the ad goes to its 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. AirBnB
Dont you want to Your home away from home
experience this for yourself ? For more information go to airbnb.com

Bus Shelter

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Experience this life
AirBnB
airbnb.com

Billboard

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 Guerrilla/Non-traditional Ads

AirBnB AirBnB
What place would you
Welcome like to experience?
Chalkboard
Right here will be a lot of
information about AirBnB.
Of course, Im not quite
sure what will be here
exactly. Now Im just going
to fill the rest with random
nonsense, ya know?
Right here will be a lot of
information about AirBnB.
Of course, Im not quite
sure what will be here
exactly. Now Im just going
to fill the rest with random
nonsense, ya know?

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

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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 This is
Linda

Linda, from Santa

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

AirBnB
airbnb.com

Elevator

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 AirBnB
Theres 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

Bienvenido a Casa.
La experiencia de la vida de las personas en
todo el mundo acaba por quedarse en su casa.
AirBnB
Su hogar lejos del hogar
Para obtener ms informacin, 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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 l at ho
e
me
Fe

AirBnB
airbnb.com

Sticker

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