AIRBNB

BOOKABLE BOOKS

Café culture is a big part of Singapore's lifestyle. Locals spend hours relaxing in air-conditioned comfort, which is why many cafes don't just serve up food and refreshments but feature bookshelves stacked with magazines and books too. We saw this as the perfect opportunity to directly reach a young, savvy and well-travelled audience in a completely unobtrusive manner. So we turned Airbnb listings into bookmarks. We then inserted them into travel and storybooks that were most relevant to our listings in the different cafes. These bookmarks were picked up directly by these savvy travelers. 'The books they'd like to live in' quickly touched a chord with one of Airbnb's key demographics.

TBWA Singapore

Creative team:
Gary Steele
Raquel Ang

Spikes Asia 2015
Design - Silver

Creative Circle Awards 2015
Media - Use of Outdoor/Ambient - Silver
Outdoor & Poster - Bars & Restaurants - Bronze
Direct - Direct Response/Ambient - Bronze

Markies Awards
Best Use of OOH Media