The Brief:
Empower Airbnb's existing community to grow
The Solution:
The one fundamental thing that unites all in the Airbnb community is: A BED! Hosts lend out a bed and guests happily recieve. There are many other wonderful things shared between host and guest in the airbnb community but it is all due to the exchange of this one thing. I want my campaign to focus around this one object and create a network of sharing and discovery focused around the bed.
The bedtime routine is something that each of us does every single night and everyone has different ways of doing it. I want to include Airbnb in each member’s bedtime routine by creating a website extension “bedtimes.airbnb.com”
The website will be there for users to log onto before bed, as my research shows that many like to browse the internet before sleeping. It will be a platform for members to connect with the community at the end of each day, keeping it current and relevant.
The website will contain three sections:
1. ‘Say Goodnight’ This section is simple: it is a way for members all across the globe to share goodnight wishes. It will also be the section of the website promoted through advertising due to it’s simplicity.
1. ‘Say Goodnight’ This section is simple: it is a way for members all across the globe to share goodnight wishes. It will also be the section of the website promoted through advertising due to it’s simplicity.
2.’Bedtime Stories’ This section allows users to see what others have done that day by location. It allows people to discover more about their city or others through fellow members.
3.’Bedtime Wishes’ Based on the ‘Stranger Exchange’ yet this time for skills and dreams not objects, this section allows users to post their desires that one of- ten thinks of before bed, e.g ‘I wish I could surf.’ Other members can then ‘grant’ this wish encouraging i nteraction and a stay at their place!
Home Pages
The home pages will alternate between various settings including a house which will be animated to slowly turn off it's lights the longer you stay on the page. The website menu is to the right; it is simply three dots to represent each section of the website. When a dot is hovered over, as shown, the name of the corresponding page will float outwards as if being blown by the wind.
Users can wish eachother goodnight and view others' wishes via a live map.
Users can share stories from their day, which can be filtered by location.
Users can share or grant a wish for people in their city, whether it be their home city or a city they are visiting this encourages interaction between airbnb users to extend the community.
Street Digital Advertising
These interactive billboards encourage you to write your goodnight message and share your name, so that non-members of the community can join from the street and become part of the website. This encourages them to then join the airbnb community and also check out the website.The billboards provide exposure to the wider global community which is an integral part of the campaign to empower the existing community to grow.
These interactive billboards encourage you to write your goodnight message and share your name, so that non-members of the community can join from the street and become part of the website. This encourages them to then join the airbnb community and also check out the website.The billboards provide exposure to the wider global community which is an integral part of the campaign to empower the existing community to grow.
