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2. Airbnb
ROLE
Brand Executive
OBJECTIVE
Localizing the "Live There" Campaign for India
CHAPTER 1
Introduction
TBWA Mumbai took on the exciting challenge of localizing Airbnb's successful "Live There" global campaign for the Indian market. Understanding the unique cultural nuances and preferences of Indian travelers, we created a highly effective campaign that resonated with the audience, leading to an APAC Effie win. Let's delve into how we accomplished this localization, the influencer collaboration, and the subsequent Diwali campaign and video.
Industry
Travel & Hospitality
Channels: Offline | Online
Effie Win - India & APAC
The campaign's success earned us an APAC Effie award for our outstanding marketing strategy and creativity, cementing our position as a leading advertising agency in the region.
CHAPTER 2
Localizing the "Live There" Campaign for India
Recognizing the need for adjustments to cater to India's diverse and culturally rich society, we emphasized the importance of experiencing India like a local, with immersive and authentic travel experiences.
To localize the campaign, we:
a. Reimagined the Visuals: The campaign visuals showcased various iconic Indian destinations, heritage sites, and vibrant cultures, evoking a sense of pride and curiosity among Indian travelers.
b. Leveraged Regional Languages: We localized communication by translating the campaign's key messages into multiple regional languages to connect with the broader Indian audience.
c. Highlighted Festivals and Events: By incorporating popular festivals and events, we tapped into the emotional aspect of travel, portraying Airbnb as the ideal choice for celebrating special occasions.
CHAPTER 3
Influencer Collaboration and International Trip
To amplify the campaign's reach and credibility, we collaborated with renowned Indian influencers who were passionate travelers with a substantial following on social media.
The process involved:
a. Identifying Relevant Influencers: We carefully selected influencers from different regions of India, each with a unique storytelling style that aligned with Airbnb's brand values.
b. Creating Compelling Content: The influencers were invited on an international trip to a stunning Airbnb location, where they experienced the "Live There" concept firsthand. They produced authentic content that resonated with their audiences, encouraging them to explore Airbnb for their travel needs.
c. Social Media Amplification: Throughout the trip, the influencers posted engaging content on their social media platforms, using specific hashtags to generate buzz and encourage user-generated content from their followers.
CHAPTER 4
Diwali Campaign and Diwali Video
Following the success of the localization and influencer collaboration, we capitalized on the momentum and launched a Diwali-specific campaign.
The campaign strategy included
a. Embracing the Spirit of Diwali: The Diwali campaign centered around the theme of "Experience India" during the festival of lights. Airbnb was positioned as the platform that enables travelers to experience a different culture while feeling at home, even away from home.
b. Heartwarming Diwali Video: We created an emotional video capturing the essence of Diwali celebration in an Indian household, showcasing an Airbnb accommodation and host as the perfect choice for travelers seeking the joy of celebrating Diwali with locals.
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