This week Airbnb kicked off a bright, London-wide digital OOH campaign featuring real local hosts, aiming to encourage people to sign their homes up to the accommodation marketplace.
The smart linear campaign touted the financial benefits and freedoms that being an Airbnb host brings. With creative featuring real people like Dennis, who uses it to afford his jazzy wardrobe. Or Silvia and Matteo who host to help pay for their travels around the world. The campaign capitalises on the summer holidays with people planning trips away from home and provides an alternative to leaving their homes empty.
Depending on the particular digital OOH site, the creative would display suburbs accessible from that station. For example at Waterloo station, you could be asked to become an Airbnb host in Waterloo, Vauxhall, Putney, Clapham, Richmond and Windsor.
As part of a larger campaign, we worked with creative agency Wieden + Kennedy and Media Agency Starcom. Tailoring the creative for digital OOH and localising the creative assets, ensuring they displayed the relevant locations. The campaign will run for eight weeks from the 6th August across DEPs and D6s at selected London stations.