BNB MY TOURGUIDE

D&AD competition.

In conjunction with the D&AD New Blood competition, AirBnB created a brief for a new campaign to advertise their company with the underlying theme of 'belonging'.

The submissions could come in the form of a campaign or a product, or a combination of the two.

Research

We employed a range of research methods in order to gain an understanding of what evokes a sense of belonging, especially when you're in an unfamiliar environment. Directed storytelling was found to be the most successful method however we also created online questionnaires and conducted structured interviews with AirBnB hosts. The conclusion we arrived at was to create a campaign that engaged the host as well as the guest, encouraging them to play a more active role in the guest experience.

Development

The culmination of our research brought us to the conclusion that to capture the feeling of belonging, one must know their way around and have access to insider knowledge that only people local to the area would know. Journey mapping was used as a way to plot the user's experience. We came to the conclusion that an experience that combines a physical product, an app would be the easiest way to connect the host and the guest.

Implementation

The final concept included a pack of stickers being delivered through the host's door a couple of days before the guest was due to arrive. The stickers come imbedded with QR codes which the host can easily link to the app and upload visitor suggestions. The stickers are then placed around the city, encouraging the guest to treasure hunt each sticker using the app as a guide.