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案例简介：概要 在大众旅游的优化中，旅行已经失去了曾经让旅行变得真正神奇的人类联系。BriefLaunch Airbnb 旅行，由当地专家主办的团体体验，重新定义了人们环游世界的方式。通过真实的人际关系，利用 Trips 平台建立对 Airbnb 旅行的整体意识，重塑旅行和热情好客。 战略 连接是创造更多神奇旅行的关键，所以 Airbnb 将世界上最大的独特托管体验添加到他们不可思议的家园中。这是 Airbnbs 实现重新想象端到端旅行未来愿景的第一步。 结果 在第一个 24 小时的全球新闻报道中，600万名全球参与者在品牌偏好方面提升了 22 点，他们引用我们的 Facebook Live execution 作为变革性在线体验的游戏改变者。 活动描述 我们这里是 Airbnb 旅行的一个无脚本、真实的表达。我们邀请世界在 24 小时内在全球 6 个城市进行互动旅行 “现场”。 执行 “我们在这里” 将人们运送到 Airbnb 托管世界各地的体验。在 Airbnb 发布日的 24 小时内，六部不同的电影在 5 大洲的 6 个城市现场拍摄。我们从第一人称 POV 在 Facebook 上直播每部电影，这样你就觉得自己在那里。你的评论被明确地融入了物理体验 -- 传递了实际存在并与你的同伴联系的魔力。一位表演艺术家在巴黎主持了我们的 Airbnb 体验。她把客人带到红磨坊外面，在那里他们写下了他们对可生物降解的纸蝴蝶的希望，希望被释放到夜空中。当她问她的客人他们会写下什么时，世界通过评论加入了进来。蝴蝶开始出现在屏幕上，人们的评论。当这群人把他们的蝴蝶放飞到巴黎的天空时，全球的观众看着他们的希望和恐惧浮出水面。
我们在这里
案例简介：Synopsis SituationIn the optimization of mass tourism, travel has lost the human connection that once made taking a trip truly magical. BriefLaunch Airbnb Trips, group experiences hosted by local experts that redefine the way people travel around the world. ObjectiveBuild overall awareness for Airbnb Trips and reinvent travel and hospitality with the Trips platform, through authentic, human connection. Strategy Connection is the key to creating more magical trips, so Airbnb is adding the world’s largest curation of unique hosted experiences to their collection of incredible homes. This is Airbnbs first step in realizing their vision of reimagining the future of end-to-end travel. Outcome 22 Point Lift in Ad Recall7 Point Lift in Brand FavorabilityOver 6 million global participants in first 24 hoursGlobal press coverage citing our Facebook Live execution as a game changer in transformative online experiences. CampaignDescription We Are Here is an unscripted, authentic expression of Airbnb Trips. We invited the world on interactive Trips "LIVE" in 6 cities around the globe in 24 hours. Execution “We Are Here” transported people into Airbnb Hosted Experiences around the world. Six distinct films were shot Live in 6 cities across 5 continents over the 24-hour course of Airbnb’s launch day. We streamed each film Live on Facebook from first person POV so that you felt like you were there. Your comments were tangibly incorporated into the physical experience – delivering the magic of actually being there and connecting with your fellow traveler. A performance artist hosted our Airbnb Experience in Paris. She brought guests outside the Moulin Rouge, where they wrote down their hopes on biodegradable paper butterflies, to be released into the night sky. As she asked her guests what they’d write down, the world joined in via comments. Butterflies began to appear on-screen, with people’s comments. When the group released their butterflies into the Parisian sky, the global audience watched their hopes and fears float away.
We Are Here
案例简介：概要 在大众旅游的优化中，旅行已经失去了曾经让旅行变得真正神奇的人类联系。BriefLaunch Airbnb 旅行，由当地专家主办的团体体验，重新定义了人们环游世界的方式。通过真实的人际关系，利用 Trips 平台建立对 Airbnb 旅行的整体意识，重塑旅行和热情好客。 战略 连接是创造更多神奇旅行的关键，所以 Airbnb 将世界上最大的独特托管体验添加到他们不可思议的家园中。这是 Airbnbs 实现重新想象端到端旅行未来愿景的第一步。 结果 在第一个 24 小时的全球新闻报道中，600万名全球参与者在品牌偏好方面提升了 22 点，他们引用我们的 Facebook Live execution 作为变革性在线体验的游戏改变者。 活动描述 我们这里是 Airbnb 旅行的一个无脚本、真实的表达。我们邀请世界在 24 小时内在全球 6 个城市进行互动旅行 “现场”。 执行 “我们在这里” 将人们运送到 Airbnb 托管世界各地的体验。在 Airbnb 发布日的 24 小时内，六部不同的电影在 5 大洲的 6 个城市现场拍摄。我们从第一人称 POV 在 Facebook 上直播每部电影，这样你就觉得自己在那里。你的评论被明确地融入了物理体验 -- 传递了实际存在并与你的同伴联系的魔力。一位表演艺术家在巴黎主持了我们的 Airbnb 体验。她把客人带到红磨坊外面，在那里他们写下了他们对可生物降解的纸蝴蝶的希望，希望被释放到夜空中。当她问她的客人他们会写下什么时，世界通过评论加入了进来。蝴蝶开始出现在屏幕上，人们的评论。当这群人把他们的蝴蝶放飞到巴黎的天空时，全球的观众看着他们的希望和恐惧浮出水面。
We Are Here
案例简介：Synopsis SituationIn the optimization of mass tourism, travel has lost the human connection that once made taking a trip truly magical. BriefLaunch Airbnb Trips, group experiences hosted by local experts that redefine the way people travel around the world. ObjectiveBuild overall awareness for Airbnb Trips and reinvent travel and hospitality with the Trips platform, through authentic, human connection. Strategy Connection is the key to creating more magical trips, so Airbnb is adding the world’s largest curation of unique hosted experiences to their collection of incredible homes. This is Airbnbs first step in realizing their vision of reimagining the future of end-to-end travel. Outcome 22 Point Lift in Ad Recall7 Point Lift in Brand FavorabilityOver 6 million global participants in first 24 hoursGlobal press coverage citing our Facebook Live execution as a game changer in transformative online experiences. CampaignDescription We Are Here is an unscripted, authentic expression of Airbnb Trips. We invited the world on interactive Trips "LIVE" in 6 cities around the globe in 24 hours. Execution “We Are Here” transported people into Airbnb Hosted Experiences around the world. Six distinct films were shot Live in 6 cities across 5 continents over the 24-hour course of Airbnb’s launch day. We streamed each film Live on Facebook from first person POV so that you felt like you were there. Your comments were tangibly incorporated into the physical experience – delivering the magic of actually being there and connecting with your fellow traveler. A performance artist hosted our Airbnb Experience in Paris. She brought guests outside the Moulin Rouge, where they wrote down their hopes on biodegradable paper butterflies, to be released into the night sky. As she asked her guests what they’d write down, the world joined in via comments. Butterflies began to appear on-screen, with people’s comments. When the group released their butterflies into the Parisian sky, the global audience watched their hopes and fears float away.
我们在这里
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We Are Here
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基本信息
- 广告战役： #爱彼迎-推广与活动-cfc2#
- 广告品牌： Airbnb
- 发布日期： 2000
- 行业领域： 互联网服务 , 物流运输 , 旅游/酒店
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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