We began by looking at the brief and clarifying this ourselves. The outcome should work across both digital and physical platforms. It should not only help to grow the idea of belonging but also incite new customers to join airbnb.
We looked at existing campaigns by airbnb and other travel companies. A lot of the ideas we were coming up with had already been done by airbnb. They have a lot of advertising material out there which made our job of coming up with something original much more difficult.
We spent some time as a group brainstorming some ideas. We decided that we wanted to create outcomes that were physical and tangible. This would make customers more inclined to share this with their friends than if the outcome was solely digital. After looking into designing postcards and letters we settled on creating a faux passport. This fits perfectly with the idea of travel and the outcome will seem important as its based on such an official document.
The passport would work more as a travel journal than an actual passport, it will be a way to document your journeys and remember the people that you have stayed with along the way. We wanted to keep some elements of an actual passport within the design so we decided to make an equivalent of the stamps you get when travelling outside the EU.
After looking on the airbnb website we came across this feature. This allows you to create your own airbnb symbol. Each traveller would have their own symbol which is completely individual. This would then be printed onto stickers which the customers would recieve, alongside the passport when they sign up. These stickers will work in the same way that the stamps work on real passports. Hosts would also have their own sticker which they could put in your passport alongside a page for comments, drawings or diagrams. The hosts could use this page for whatever they would like, they could make comments on how you were as a guest, write some travel tips for the place you are staying or just do a little doodle. This would strengthen the connections travellers have with their hosts.
Hosts would recieve a passport if they plan to travel with airbnb but they would also recieve an airbnb guestbook. This would work in a similar way to the passport, travellers would put their individual stickers in the guestbook alongside any comments they would like to make.
The passport and guestbook would not only strengthen connections within the airbnb community but it would work to build trust. The passport would be something that we feel the travellers would like to share with friends which in itself works as a promotional tool.
The traveller icon stickers could also incorporate a QR code which takes you to the travellers online profile. This is a pre-existing element of the airbnb website which the passport slots into nicely.
0 comments:
Post a Comment