We did not focus our communications on a specific country, but on specific target audiences for which our message was most relevant: Airbnb users and KLM passengers. Nonetheless we stuck to the Dutch regulations around branded entertainment that for every audience it should be crystal clear what brand is promoting the message.

Together with interior designers, we completely stripped and redecorated the airplane and created a living room, bedroom, kids’ room and even a balcony for plane spotting. We listed the apartment on Airbnb and shared it on the Facebook and Twitter pages of both companies. To stay in this once-in-a-lifetime accommodation, we asked people to simply book it on Airbnb and let us know why they should win. A week before the event took place, we selected three lucky winners that were flown in from anywhere in the world. In the online film, we showed how these people had the experience of a lifetime and how KLM did everything possible to make its tenants feel at home, in true Airbnb fashion.

After we put the apartment up on Airbnb, both national and international press, like Mashable, CNBC and the Dutch RTL4 national news, picked up our campaign. The listing on the Airbnb website itself was viewed over 370,000 times within the two weeks it was live and we received over 10,000 booking requests. The online video of our guests’ surprising stay was viewed over 3 million times. The Airbnb listing and the video generated a combined reach of 12.4 million on Facebook.