Airbnb - "Airbnb Lost & Found Case Film" by PHNX Awards 2020
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| Titel | Airbnb Lost & Found Case Film |
| Kampagne | Lost & Found |
| Marke | Airbnb |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2019 / 10 |
| Produkt | Airbnb Experiences |
| Story | CHALLENGE In China’s sprint forward towards progression, century old cultural customs, arts and crafts that are essential to the original Chinese identity are in need of preservation. With Airbnb championing the philosophy “Belong Anywhere”, the brand decided to take the opportunity to find a new way for these heritages and their practitioners to find their place in China’s future. IDEA: DIGITAL HERITAGE PORTAL Airbnb build a special digital portal called Lost & Found, and partnered with four local governments to launch an initiative to help preserve intangible cultural heritages of China, by connecting masters with a new generation of apprentices. Airbnb provided a solution to one of the biggest challenges these masters face: low awareness leading to the inability to share and pass on their craft. FINDING LOST MASTERS We identified over 100 last generation masters across China looking for apprentices, to offer their heritages to Airbnb’s global travel community on their digital platform as an Experience format. There it can be exposed to a new wave of over 500 million millennial enthusiasts looking for meaningful travel experiences per year. DIGITAL PORTAL LAUNCH & DOCUMENTARY With zero media investment, in the first month of launching, the experiences received over a 400% increase in booking. This campaign helped amplify Airbnb's focus on traditional culture and helped generate further public awareness, gaining a total of 400+ earned press hits and 119 million impressions. On social media we released a documentary along to create awareness that covered real students meeting their masters for the first time. NATIONWIDE AWARENESS Modern artists at the UCCA Center for Contemporary Art, China’s leading contemporary art institution picked up our cause and build a Lost & found experience honoring these last masters of craft. This exhibition caught attention on the national level which included 10 key regional TV stations. Socially, the campaign also generated further discussion through a series of documentaries and partnerships with influencers across our own channels, creating over 7 million views. |
| Länge | |
| Marketing Director | Mia Chen |
| Marketing Manager | Shirley Ling |
| Marketing Manager | Patti Xiao |
| Creative Director | Justin Leung |
| Creative Designer | Vicki Sun |
| Creative Copywriter | Iris Weng |
| Creative Producer | Ray Fu |
| Agency | Mother Shanghai |
| Production House | Lucky Sparks |