To communicate Airbnb’s travel vision, we created an installation showing the world through home windows.

3 window shaped screens were connected in real time with Airbnb home windows all over the world, to offer a virtual experience of possible destinations.

People could interact personally with the billboard. They could open the 4th window and look out onto the Airbnb world. Some of them uncovered just a wall, but 200 lucky players won a trip.

At Colonne di S.Lorenzo, the best place in Milan to reach our core target (25-40 years old), we realized an interactive billboard.

3 window shaped screens were connected in real time with Airbnb home windows all over the world.

The 4th window was the interface of our interactive game. People could open it and look out onto the Airbnb world. Some of them uncovered just a wall, but 200 lucky players won a trip.

The contest was active for 24 days, 4 hours a day and registered 8,102 participants, 1 every 40 seconds on average.

Top of mind: +8%

Prompted brand awareness: + 13%

Spontaneous brand awareness: + 9%

We used a classic media in an interactive way.

People could interact personally with the billboard by opening a window to win a trip.

Potential new clients have been involved in first person in an Airbnb experience.

In 2015, few people in Milan knew Airbnb. We realized a billboard in the best place of the city to reach our core target (25-40 years old): Colonne di S.Lorenzo. Not just a billboard, but a billboard you couldn’t avoid to look at.

Airbnb is a new way of travelling so we made people have a direct experience of its potential.

To increase Airbnb awareness in Milan, underlining its revolutionary feature: accommodation in real homes.