Eurobest

Eiffel Tower All Yours

SAATCHI & SAATCHI FRANCE, Paris / HOMEAWAY / 2016

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Case Film

Overview

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Credits

Overview

Background

In 2016, HomeAway, leader of premium vacation rentals in the US, launches itself in Europe where people hardly knows the brand. The question was : How to quickly impose the brand as the premium choice of a crowded category ? To boost the brand awareness and introduce the HomeAway brand in France, HomeAway decided to become sponsor of the UEFA Euro 2016 and asked the agency to imagine a huge and unique campaign to take this sponsorship one step further, than just visibility. This campaign was also due to reflect the vision of premium holidays rentals according to HomeAway.

Description

HomeAway gave guests from around the globe a chance to make history as the first to ever sleep over in the world’s most iconic public space : the Eiffel Tower. Beside creating a global communication campaign, the agency had to built in 48 hours a real and unique apartment on the first floor of the Eiffel Tower. Through a digital contest, 4 families won the privilege to spend a magic overnight stay and enjoyed numerous surprises among which a sumptuous gourmet dinner. In addition to the sleepovers, HomeAway welcomed more than 9000 people to live extraordinary moments in the apartment during 1 month : romantic afternoon, kids activities, football matches on giant screen, yoga session…

Execution

The campaign started by a digital contest inviting travelers from all over the world to answer a simple question : “what would you do if the HomeAway Eiffel Tower Apartment was all yours for a night?”. To amplify and create traffic to this digital contest, we created several viral videos. In the meantime, the agency had the responsibility to build out of nothing a temporary, family-friendly first-of-its-kind living apartment in the first floor of the Eiffel Tower. In addition to the sleepovers of the 4 families, we also invited many other lucky people to share the unique location. We organized many events that created a strong PR excitement : yoga sessions, romantic afternoons, kids activities… All the events were broadcasted on Facebook Live or livetweeted.

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