The Brief
During Singapore’s 50th birthday, create an Airbnb experience that befits the occasion for one family who chose to stay behind instead of going overseas over the long weekend.
Client
Airbnb
AIRBNB — A NIGHT THROUGH TIME
The home we built on Singapore’s most iconic stage, on her most historic weekend yet.
Our Approach
When Airbnb approached us to build a home on the stage of the Esplanade Theatre over the SG50 weekend of Singapore’s 50th National Day, we knew we couldn’t just build any old apartment.
Plus, an Airbnb stay in a unique location wasn’t a completely new thing either. Plenty of people worldwide have stayed in some special places, from airplanes to shopping malls.
So instead of just a place to stay, we designed an experience that brought one lucky family on a journey back in time to 1966 — the day before Singapore’s first ever National Day Parade.
Working with sound, set, lighting and designers, we transported the family back to the era. Sound and lighting changed according to the time of day and authentic furnishings were sourced, including a television that broadcasted the 1966 parade.
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The Results
The pre and post campaign coverage gave us over $1.28 million in PR value, at a time when the media was overwhelmed with SG50 coverage.
The entire experience was filmed and then uploaded on Facebook and YouTube. With little media spend, the video had 350,000 reach, 110,000 views and 84,000 engagements.
• Marketing Excellence Awards 2015
Excellence in Brand Awareness – Silver
