本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
不同的巴黎
案例简介：结果 活动跟踪期间: 9月9日至 2015年11月18日国家: 日本、中国和韩国的通视率 (VTR) oTarget: 40% oResults: 76.21% (实现目标的 2 倍); 增加我们的投资回报 (ROI)，每视图成本 (CPV) 比之前的 Airbnb 活动低 200% (从 0.03 美元到 0.01 美元),通过交付总共 273,052,520 个完成的视图。品牌提及 oTarget: 基于同年 6 个月内每周品牌提及的平均数量，在活动期间提升相当大。结果: 中国: + 15.7% 日本: + 8.4% 韩国: + 18.8% 点击率 (CTR) oTarget: 0.17% oResult: 0.66% (实现 4 倍目标,从行业基准增长 4.5 倍) 搜索 intentarget: 活动期间明显的峰值，以全年平均数量为基准。结果: 日本: 在 100 (+ 88.7%) 达到峰值一次。韩国: 峰值一度为 80 (+ 21.2%) 中国: 峰值两次为 15,300 (+ 1422.4%) 和 13,490 (+ 1242.2%) 概要 Airbnb 在全球提供超过 200万家，完全依赖陌生人相互信任。虽然这本身就是一个壮举，但激进的旅行和住宿选择加剧了亚洲市场 -- 强化了 Airbnb 反对的拥挤旅游目的地的传统旅行。虽然之前的 Airbnb 活动提高了对该品牌的认识，但很少亚洲人真正理解 Airbnb 体验的内在价值。挑战是创造一个真实的 Airbnb 体验的故事。吸引观众，让他们与品牌同行，并沉浸在一个可以展示 Airbnb 与众不同之处的叙事中。我们希望人们不仅了解 Airbnb，还希望他们明白，当他们与 Airbnb 一起旅行时，他们实际上会像当地人一样体验生活。 执行 Zoetrope 是在 3 周内建造的。有 11,256 个移动部件，由 16 名专业工匠和妇女组成的团队总共花了 2,340 个小时来组装。另一个 648 小时画 1,680 3D 雕像和其他元素的 Zoetrope.MATERIALS 使用: • 10千克聚氨酯塑料的雕像，表,椅子模型的 2 升油漆 Zoetrope 世界的 16x 喷漆 12x 喷胶和 1 升超级胶水 6 升底漆添加细节电线的 84米为了让 Zoetrope 旋转，30米的带状发光二极管点亮了 ZoetropeThe 环境的灵感来自真正的巴黎藏身之处，并为真实性而手绘。他们用 3D 打印的雕像和一大堆胶水填充。 活动描述 当你远离热门旅游景点时，你会发现城市的另一面。你会发现与当地人互动的机会，并像当地人一样生活。我们决定通过一个独自在巴黎旅行的女性旅行者的旅程来讲述这个故事。她离开埃菲尔铁塔的旅游景点，在当地主人的建议下，发现了巴黎不同的一面，充满了当地人和当地的最爱。她对巴黎的记忆是通过一个完全放在 Zoetrope 上的动画世界看到的。3D zoetrope 直径 3.8米，周长 11.9米，高度 1.5米，是一款拥有 11,256 个移动部件的同类产品。Zoetrope 上的所有环境都来自巴黎当地的藏身之处。每个角色，桌子，椅子，都是手绘的，对细节的完美关注。我们想创造一个异想天开但又感觉真实的世界。 战略 我们的目标是与一群千禧一代旅行者 -- “身份旅行者” 交谈，他们渴望寻求真实的个人体验，让他们感受到灵感并重新发现自己。对他们来说，旅行是一种自我表达和个人充实的最终形式，因为它提供了社会认可和在他们的生活中寻找更深层次意义的承诺。 airbnb 反对传统的旅行，人们参观热门的旅游景点。我们相信 Airbnb 提供了深入旅行和沉浸在当地文化中的机会。我们的电影通过在线和社交媒体渠道推出，在与观众相关的平台上与他们进行了频繁的交谈。在电视和特定影院播放的食物点进一步让我们的观众沉浸在我们的信息中。有了这个，我们希望我们的观众理解什么是像当地人一样生活，并对当地的体验有更深入的了解。
不同的巴黎
案例简介：Outcome Campaign Tracking Period: 9 September to 18 November 2015Countries: Across Japan, China and Korea•View-through rate (VTR)oTarget: 40%oResults: 76.21% (2x of target achieved; increasing our return on investment (ROI) with cost-per-view (CPV) 200% lower than previous Airbnb campaign (From $0.03 to $0.01), by delivering a total of 273,052,520 completed views.•Brand mentions oTarget: A sizeable lift during campaign period, based on the average number of brand mentions per week across 6 months in the same year oResults: •China: +15.7%•Japan: +8.4%•South Korea: +18.8%•Click-through rate (CTR)oTarget: 0.17%oResult: 0.66% (4x target achieved, 4.5x increase from industry benchmark)•Search IntentoTarget: Evident peaks during campaign period, benchmarked against average number across entire year oResults:•Japan: Peaked once at 100 (+88.7%)•Korea: Peaked once at 80 (+21.2%)•China: Peaked twice at 15,300 (+1422.4%) and 13,490 (+1242.2%) Synopsis Airbnb offers over 2 million homes globally that relies solely on strangers trusting each other. While that is a feat in itself, aggressive travel and accommodation options had intensified the market in Asia – reinforcing the conventional travel of packed tourist destinations that Airbnb fights against. While the previous campaign for Airbnb increased awareness for the brand, few Asians really understood what the inherent value of an Airbnb experience was. The challenge was to create a story of an authentic Airbnb experience. To captivate audiences so they would journey with the brand, and be immersed in a narrative that could demonstrate what makes Airbnb different. We wanted people to not just know about Airbnb, but understand that when they travel with Airbnb they actually experience life like a local. Execution The zoetrope was built within a period of 3 weeks. With 11,256 moving parts, it took a 16-member crew of specialty craftsmen and women a total of 2,340 hours to assemble. Another 648 hours painting the 1,680 3D figurines and other elements of the Zoetrope.MATERIALS USED: •10kg of Urethane plastic for figurines, tables, chairs •2 liters of paint for the models•16x spray paint for the Zoetrope world•12x Spray Glue and 1 liter of Super glue •6 liters of Primer to add details•84 meters of electrical wiring to get the Zoetrope spinning •30 meters of strip LEDs lit up the ZoetropeThe environments were inspired from real Parisian hideaways and were hand painted for authenticity. They were populated using 3D printed figurines and a whole lot of glue. Campaign Description As you travel away from popular tourist attractions, you’ll discover a different side to the city. You’ll find opportunities to interact with locals and live just like one. We decided to tell this story through the journey of a solo female traveler in Paris. She travels away from the touristy spot of the Eiffel Tower, and with suggestions from her local host, discovers a different side to Paris, filled with locals and local favourites. Her memories of Paris are seen through an animated world set entirely on a Zoetrope. Measuring 3.8 meters in diameter, 11.9 meters in circumference, 1.5 meters in height, the 3D zoetrope was a first-of-its-kind build with 11,256 moving parts. All of the environments on the zoetrope were inspired from local Parisian hideaways. Each character, table, chair, were hand painted with immaculate attention to detail. We wanted to create a world that’s whimsical but also feels real. Strategy We aimed to speak to a segment of millennial travellers - “Identity Voyagers”, who are eager to seek authentic and personal experiences, allowing them to feel inspired and rediscover themselves. Travel, to them, is an ultimate form of self-expression and personal enrichment as it offers both social validation and the promise of finding deeper meaning in their lives.Airbnb fights against conventional travel, where people visit popular tourist attractions. We believe that Airbnb opens up opportunities to travel deeper and immerse oneself in local cultures. Our film, launched across online and social media channels, spoke to our audience on platforms that are relevant to them and frequent. Sustenance spots that played across TV and in select cinemas followed further immersing our audience in our message.With this, we want our audience to understand what it is to live like a local and gain a deeper understanding of local experiences.
A Different Paris
案例简介：结果 活动跟踪期间: 9月9日至 2015年11月18日国家: 日本、中国和韩国的通视率 (VTR) oTarget: 40% oResults: 76.21% (实现目标的 2 倍); 增加我们的投资回报 (ROI)，每视图成本 (CPV) 比之前的 Airbnb 活动低 200% (从 0.03 美元到 0.01 美元),通过交付总共 273,052,520 个完成的视图。品牌提及 oTarget: 基于同年 6 个月内每周品牌提及的平均数量，在活动期间提升相当大。结果: 中国: + 15.7% 日本: + 8.4% 韩国: + 18.8% 点击率 (CTR) oTarget: 0.17% oResult: 0.66% (实现 4 倍目标,从行业基准增长 4.5 倍) 搜索 intentarget: 活动期间明显的峰值，以全年平均数量为基准。结果: 日本: 在 100 (+ 88.7%) 达到峰值一次。韩国: 峰值一度为 80 (+ 21.2%) 中国: 峰值两次为 15,300 (+ 1422.4%) 和 13,490 (+ 1242.2%) 概要 Airbnb 在全球提供超过 200万家，完全依赖陌生人相互信任。虽然这本身就是一个壮举，但激进的旅行和住宿选择加剧了亚洲市场 -- 强化了 Airbnb 反对的拥挤旅游目的地的传统旅行。虽然之前的 Airbnb 活动提高了对该品牌的认识，但很少亚洲人真正理解 Airbnb 体验的内在价值。挑战是创造一个真实的 Airbnb 体验的故事。吸引观众，让他们与品牌同行，并沉浸在一个可以展示 Airbnb 与众不同之处的叙事中。我们希望人们不仅了解 Airbnb，还希望他们明白，当他们与 Airbnb 一起旅行时，他们实际上会像当地人一样体验生活。 执行 Zoetrope 是在 3 周内建造的。有 11,256 个移动部件，由 16 名专业工匠和妇女组成的团队总共花了 2,340 个小时来组装。另一个 648 小时画 1,680 3D 雕像和其他元素的 Zoetrope.MATERIALS 使用: • 10千克聚氨酯塑料的雕像，表,椅子模型的 2 升油漆 Zoetrope 世界的 16x 喷漆 12x 喷胶和 1 升超级胶水 6 升底漆添加细节电线的 84米为了让 Zoetrope 旋转，30米的带状发光二极管点亮了 ZoetropeThe 环境的灵感来自真正的巴黎藏身之处，并为真实性而手绘。他们用 3D 打印的雕像和一大堆胶水填充。 活动描述 当你远离热门旅游景点时，你会发现城市的另一面。你会发现与当地人互动的机会，并像当地人一样生活。我们决定通过一个独自在巴黎旅行的女性旅行者的旅程来讲述这个故事。她离开埃菲尔铁塔的旅游景点，在当地主人的建议下，发现了巴黎不同的一面，充满了当地人和当地的最爱。她对巴黎的记忆是通过一个完全放在 Zoetrope 上的动画世界看到的。3D zoetrope 直径 3.8米，周长 11.9米，高度 1.5米，是一款拥有 11,256 个移动部件的同类产品。Zoetrope 上的所有环境都来自巴黎当地的藏身之处。每个角色，桌子，椅子，都是手绘的，对细节的完美关注。我们想创造一个异想天开但又感觉真实的世界。 战略 我们的目标是与一群千禧一代旅行者 -- “身份旅行者” 交谈，他们渴望寻求真实的个人体验，让他们感受到灵感并重新发现自己。对他们来说，旅行是一种自我表达和个人充实的最终形式，因为它提供了社会认可和在他们的生活中寻找更深层次意义的承诺。 airbnb 反对传统的旅行，人们参观热门的旅游景点。我们相信 Airbnb 提供了深入旅行和沉浸在当地文化中的机会。我们的电影通过在线和社交媒体渠道推出，在与观众相关的平台上与他们进行了频繁的交谈。在电视和特定影院播放的食物点进一步让我们的观众沉浸在我们的信息中。有了这个，我们希望我们的观众理解什么是像当地人一样生活，并对当地的体验有更深入的了解。
A Different Paris
案例简介：Outcome Campaign Tracking Period: 9 September to 18 November 2015Countries: Across Japan, China and Korea•View-through rate (VTR)oTarget: 40%oResults: 76.21% (2x of target achieved; increasing our return on investment (ROI) with cost-per-view (CPV) 200% lower than previous Airbnb campaign (From $0.03 to $0.01), by delivering a total of 273,052,520 completed views.•Brand mentions oTarget: A sizeable lift during campaign period, based on the average number of brand mentions per week across 6 months in the same year oResults: •China: +15.7%•Japan: +8.4%•South Korea: +18.8%•Click-through rate (CTR)oTarget: 0.17%oResult: 0.66% (4x target achieved, 4.5x increase from industry benchmark)•Search IntentoTarget: Evident peaks during campaign period, benchmarked against average number across entire year oResults:•Japan: Peaked once at 100 (+88.7%)•Korea: Peaked once at 80 (+21.2%)•China: Peaked twice at 15,300 (+1422.4%) and 13,490 (+1242.2%) Synopsis Airbnb offers over 2 million homes globally that relies solely on strangers trusting each other. While that is a feat in itself, aggressive travel and accommodation options had intensified the market in Asia – reinforcing the conventional travel of packed tourist destinations that Airbnb fights against. While the previous campaign for Airbnb increased awareness for the brand, few Asians really understood what the inherent value of an Airbnb experience was. The challenge was to create a story of an authentic Airbnb experience. To captivate audiences so they would journey with the brand, and be immersed in a narrative that could demonstrate what makes Airbnb different. We wanted people to not just know about Airbnb, but understand that when they travel with Airbnb they actually experience life like a local. Execution The zoetrope was built within a period of 3 weeks. With 11,256 moving parts, it took a 16-member crew of specialty craftsmen and women a total of 2,340 hours to assemble. Another 648 hours painting the 1,680 3D figurines and other elements of the Zoetrope.MATERIALS USED: •10kg of Urethane plastic for figurines, tables, chairs •2 liters of paint for the models•16x spray paint for the Zoetrope world•12x Spray Glue and 1 liter of Super glue •6 liters of Primer to add details•84 meters of electrical wiring to get the Zoetrope spinning •30 meters of strip LEDs lit up the ZoetropeThe environments were inspired from real Parisian hideaways and were hand painted for authenticity. They were populated using 3D printed figurines and a whole lot of glue. Campaign Description As you travel away from popular tourist attractions, you’ll discover a different side to the city. You’ll find opportunities to interact with locals and live just like one. We decided to tell this story through the journey of a solo female traveler in Paris. She travels away from the touristy spot of the Eiffel Tower, and with suggestions from her local host, discovers a different side to Paris, filled with locals and local favourites. Her memories of Paris are seen through an animated world set entirely on a Zoetrope. Measuring 3.8 meters in diameter, 11.9 meters in circumference, 1.5 meters in height, the 3D zoetrope was a first-of-its-kind build with 11,256 moving parts. All of the environments on the zoetrope were inspired from local Parisian hideaways. Each character, table, chair, were hand painted with immaculate attention to detail. We wanted to create a world that’s whimsical but also feels real. Strategy We aimed to speak to a segment of millennial travellers - “Identity Voyagers”, who are eager to seek authentic and personal experiences, allowing them to feel inspired and rediscover themselves. Travel, to them, is an ultimate form of self-expression and personal enrichment as it offers both social validation and the promise of finding deeper meaning in their lives.Airbnb fights against conventional travel, where people visit popular tourist attractions. We believe that Airbnb opens up opportunities to travel deeper and immerse oneself in local cultures. Our film, launched across online and social media channels, spoke to our audience on platforms that are relevant to them and frequent. Sustenance spots that played across TV and in select cinemas followed further immersing our audience in our message.With this, we want our audience to understand what it is to live like a local and gain a deeper understanding of local experiences.
不同的巴黎
暂无简介
A Different Paris
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
