In just 8 shortyears, Airbnb has redefined the concept of travel accommodations. As global competition mounted, Airbnb needed to bring that disruptive soul to the masses, including its first real foray into China. With global aspirations on a not-so-globalbudget, Airbnb created a single message that would resonate across wildly different cultures and disrupt the conventions of the industry. This single, universal message challenged millions of people to reimagine travel, resulting in the most dramatic business results in Airbnbs history; an average globalincrease of 13% awareness and 7% consideration.
TBWA\Chiat\Day Los Angeles
Never A Stranger
In 2015, Airbnb set out to show the world it offered more than just a snooze in someone else's sheets. Tasked with a 10% lift in global brand awareness, we also had to inspire openness to an oft dismissed idea. In two months, we created a 14% uptick in global brand awareness, double-digit lifts in choice-driving brand attributes, and spiked web traffic 3-4x the baseline during broadcast airings. By going straight at the uncomfortable truth of strangers, we addressed the brand's biggest barrier and transformed the world's view of Airbnb.
Tourism AustraliaRepositioning the continent of Australia as the world's greatest restaurant