AIRBNB
- Fell in Airbnb
Integrated brand campaignBrand
AirbnbYear
2023Final Deliverables
Brand Strategy, Creative Concept, Guerrilla Marketing, Communication Design, Visual Identity, Copywriting, Social Activation, UX IntegrationBelong anywhere
BRIEF
Airbnb
Riposizionamento
To reposition Airbnb and expand its relevance in a shifting market, the campaign redefines the meaning of Belong Anywhere through a fresh, integrated strategy. Grounded in a full-scale brand analysis—SWOT, PESO model, competitive mapping—the project combines emotional storytelling with targeted activations across digital, physical, and social channels.
CONCEPT
#Fell in Airbnb
To strengthen emotional resonance and brand memorability, the campaign introduces a new character: the Airbnb Cupid. Playful and collectible, the Cupid becomes the visual storyteller of the brand’s core values—belonging, exploration, connection.
A guerrilla marketing strategy brings the Cupid to life through a series of vibrant murals scattered across different cities. Each mural represents a unique Cupid type, localized to the spirit of the city. Users can scan them through the Airbnb app to unlock exclusive city-based content—discounts, hidden gems, local tips—transforming the urban experience into a gamified journey of belonging.
Gadget marketing mail
The campaign extends into the physical and digital with targeted influencer kits. Selected creators receive a branded alarm clock—symbolizing the launch of a new era in Airbnb’s narrative. It’s a call to wake up to sustainable, responsible travel and to reconnect with the community at the heart of the platform.
To engage Airbnb’s entrepreneurial hosts, a collectible Cupid keychain is sent as a token of appreciation and loyalty. This small but meaningful gesture reinforces emotional branding and user retention through tangible storytelling.
GADGET ACTIVATION & SOCIAL CAMPAIGN
