Brief Encounter: Airbnb

A recap

We all get together, have some drinks and compete to solve a fictional brief – against the clock.

What happened?

6:00 – 6:30pm

Brief - including background information on the company and challenge - with wine, cheese and meats. Names drawn from a hat. 6:30 – 8:30pm

Teams split up into different meeting rooms armed with sharpies and pads.

8:30 – 9:30pm

Teams presented back their ideas.

The brief

Airb2b – Making Airbnb the executive’s choice

The brief

Airbnb is an online rental marketplace for short and long-term lodging.

The company is known for connecting hosts and travellers, and has created a name for itself in the holiday market. However, they also offer short-term lets for business travellers - and they’d like to increase awareness of this part of their service.

Team one started by asking the question ‘why not a hotel?’

It was decided that the main advantage of Airbnb rentals over hotels was that they provided home comforts after a long work day. With this in mind, team one moved forward with the proposition feel at home.

Team one response

Team one example creative

Further thinking - PR idea

Team one had an idea to generate conversation and column inches about the comfort and character of Airbnb Business rentals, demonstrating the way they can really feel like a home from home. For one unsuspecting business customer, Airbnb would ship out some personal items to add to the enjoyment of their stay.

As well as leaving a copy of their favourite album, their duvet cover and their slippers for them in the apartment after their day’s work, their family would then turn up at the door!

Team two response

Team two attacked the brief by deciding on an audience of Tech, Media and Telecoms companies.

Understanding that these creatively-minded organisations might want more from their business accommodation, team two settled on a proposition of business travel you’d want to brag about.

Team two example creative

Team two example creative

To placate any concerns about Airbnb for business, team two proposed using a concierge-like intermediary.

This person would be a local to the area - being available to answer questions before the trip, give advice, and even meet and greet at the airport. Team two dubbed this helping hand, your ‘Go-fer’ (to help customers “go for this, go for that”).

Further thinking - The Go-fer

Team three response

Team three threw everything at the brief and came away with multiple routes in.

The idea that they led with challenged businesses to ask themselves: what sort of business are you?

Team three example creative

Team three’s creative asked businesses to make a decision about who they really were. Are you following the crowd or leading the pack?

Further thinking - Landing page

Team three proposed a modular landing page, in the style of Spotify, grouping properties available for rent into packages that fitted with the style and requirements of a business.

This site design would push home the “What sort of business are you?” proposition, emphasising the variety and flexibility of the accomomodation.

Expect the unexpected

@EarnestAgency #BriefEncounter