Challenge:

Create a digital tool or experience that capitalises on Gen Z’s online connectivity to deliver meaningful IRL experiences through Airbnb.

Execution:

We identified young adults (18-24 years old) as the primary audience, who are digitally engaged but seeking meaningful real-life connections. The campaign goal is to turn digital connections into IRL experiences, aligning with Airbnb's ethos of offering unique stays and authentic community connections. We included personalized kits and diverse travel experiences in locations like Cape Town, Nha Trang, and Cagliari to cater to various travel styles and preferences. ​ Promotion channels were thoughtfully chosen, combining traditional media with digital platforms like TikTok and Instagram to effectively reach the audience.

Truth:
Generation z yearns for genuine, adventurous experiences as a means of escaping the digital noise