Airbnb Report 'The Ugly Duckling'

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Airbnb Report I will be answering a live brief in this report for the company Airbnb regarding the concept of ‘Belonging’. The brief included information regarding the vison of the brand, including the fact that they want people to feel as if they belong anywhere. I have been asked to create a concept for a digital campaign.

Airbnb is a trusted community marketplace for people to list, discover and book unique accommodation around the world, online or from a mobile phone.

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Contents Page

Primary Research Page 3 Secondary Research Page 4-5 Consumer Profile A Page 6 Consumer Profile B Page 7 The Big Idea Page 8 Further Research Page 9 Campaign Outputs Page 10 Digital Campaign Page 11 Visual Research Page 12-13

Creative Concept Page 14 Research Methodology Page 15 Appendix Page 16-31

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Pimary Research Before I could start my idea generation I had to carry out some primary and secondary research leading into my insights. For my primary research I have decided to complete a questionnaire and then follow up interviews with a few of my candidates. The questionnaire was to receive basic information about the potential ‘Airbnb’ customer and to understand how they receive the feeling of belonging. I received thirty respondents from my questionnaire and the results showed that the preferred advertisements are humorous or emotional rather than clinical or factual. 90% of the respondents were aware of the John Lewis Christmas advertisements and all said that they liked them, this suggests to me that the method that John Lewis use is very effective, and especially with the emotional response they create for the viewer. Most of my respondents had not heard of ‘Airbnb’ but they did however say that they stay in ‘bread and breakfast’ accommodation, therefore many of them would be interested in the services that ‘Airbnb’ provide, they just need to get these consumers to take notice of them through different forms of advertising. Most people seem to have the same idea of belonging, a few include ‘being a part of something’, ‘feeling like a community’, ‘feeling as if I am similar to the people that surround me’ and ‘being safe and accepted’. As ‘Airbnb’ want their customers to be part of a community, I thought that these answers were great to develop on. They inspired me to think further into different ideas and to try and make them close to feeling like a community. My last question was asking which they thought resonated with a consumer more; humour or emotion. Answers were very mixed and so I knew that I wanted my campaign to follow one of these themes.

Once I had looked over the information I had gathered from the questionnaire, I wanted to go into more detail by conducting interviews with the targeted consumers, which were families. I wanted to achieve more depth into what the feeling of belonging meant to these consumers and how my advert idea translated with them, for example did they relate to the idea, is it something they would enjoy watching and also if they would remember the advertisement after they had seen it. From these interviews I found that my advertisement idea was very popular with parents and their children, both for different reasons. The children liked the idea of a fairy tale and the little animal characters they could watch.

The parents liked the idea of the emotional response and also the lesson it teaches that no matter how lonely you are at times you will always find somewhere you feel like you belong with the people that care about you.

They also seemed to respond to the fact that the advert wasn’t directly linked to the brand, as it felt more like a short story than an advertisement trying to sell to them, therefore their children could enjoy it as well. One of the respondents I interviewed said that ‘Belonging means you are accepted into somewhere where you feel welcome and you have something in common with all the other people, a place where you feel comfortable and relaxed’. I felt as if this was a perfect representation of my advertisement, as the duckling found somewhere he finally felt safe and with people he had something in common with.

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Secondary Research After I had collected a large amount of primary research, I went on to secondary research to further my findings. First, I wanted to look at the campaigns ‘Airbnb’ had already run, to get a feel for the brand’s image and to see how they portrayed this to their current consumers. The ‘Wall and Chain’ advertisement was an interesting way of using the belonging concept in a video. This was based on the Berlin wall and was for the 25th anniversary of the fall of the Berlin Wall. Jonathan Mildenhall, Airbnb chief marketing officer, said: “Great content and storytelling is so important now for any brand. As a community-driven company, we don’t want to just talk about our product, but instead put our community front and centre of any campaign.” I found this quote inspiring for my concept and wanted to make sure the ideas I created stayed closely within these guidelines. I also found that Airbnb had a campaign called ‘One Less Stranger’ in which they gave 100,000 people $10 in order to carry out an act of kindness. This made people get involved and share their experiences on social media.

Following the research into Airbnb, I wanted to look at competitors and how they relate with the viewer. John Lewis came to mind with their Christmas advertisement each year, playing on emotions. Ben Priest, the creative behind the John Lewis adverts said ‘I think moving people in any way – to laugh, to reflect, to reminisce etc. is the key. If you’re not moving them, you’re invisible.’ This made me think even more about creating an emotional response that reflected the feeling of belonging. I also looked at the Thomson advertisement with the bear, this advert was emotional and I remembered the bear being cute, therefore I wanted to create a memorable character.

Marketing Fashion by Harriet Posner suggested that television advertising allows brands to tell a story in the form of a short film.

It mentioned the new advertising channel, which is the internet, and the website ‘YouTube’. These insights led me to believe that it would be good to make a short story which can be published online and viewed by a large audience. From research I found on Mintel, it suggested that the age of people who use the internet is becoming blurred (more than two-thirds (68%) of over-55s have now accessed the internet). In the book ‘The Tipping Point’ by Malcolm Gladwell, he suggested the ‘Stickiness Factor’; for an idea to spread it must ‘stick’ and be memorable and worth talking about, therefore I wanted to create an idea that would ‘stick’.

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Figure 2, 3, 4, 5, 6, 7 and 8.

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Consumer Profile A The customers that I have decided to target are families, mainly mother’s.

I would want the children and the rest of the family to enjoy the advertisement, remember it and feel as if they are watching a short story together. The stereotypical viewer that this advert would appeal to is a mother of three, who enjoys sitting with her children watching cartoons after school waiting for her husband to return home from work, she sips on her chai tea latte and flicks through the pages of ‘House Beautiful’.

As a family, they travel once a year and like to discover new places which have interesting activities for their children. They like to stay in bed and breakfasts to save money but like to stick closely with brands they find trustworthy so that her children feel safe wherever they travel. As well as her children, she loves animals and they have a family dog which they all love to play with and take for long walks around the local park.

The results from my questionnaire showed that this target consumer resonates more with an emotional advertisement and enjoyed the John Lewis adverts the most. I found that males, especially young males, enjoy watching humorous adverts more, which is why they are not my targeted consumer.

Figure 9, 10, 11, 12, and 14.

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Figure 15, 16, 17, 18, 19 and 20.

Consumer Profile B My second consumer is a young child the age of six who loves to watch and listen to all fairy tales. She enjoys programmes such as ’64 Zoo Lane’ and films like ‘Frozen’. She loves magical things and dresses like a princess at every chance she gets. She loves animals and her favourite one is a giraffe. She enjoys spending time with her family and her younger brother.

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The Big Idea After I had looked at all of my research, I started to develop different ideas that could be used for the campaign. I knew at this point that I wanted to go with animation and I wanted the advert to tell a story, I also wanted to create emotion when the advert was watched. Fairy tales and story books started to come to mind, as well as the fact that I am inspired by everything that follows a magical theme and of television programmes such as Once Upon A Time and Disney films like Enchanted. The story of the Ugly Duckling felt like the perfect way for me to show belonging.

I then wrote a short story about the duckling, which is what I wanted the advertisement to follow.

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It read ‘Once upon a time there was an Ugly Duckling who lived in White Bubble Pond. He lived with the fairest swans of them all and felt ever so lonely and left out. Many of the swans picked on the duckling and excluded him from fun and made him unhappy. He had never felt as if he belonged with them and he longed for the days when he would have a happy family. One day he decides to leave the pond and find a new home. He travelled through many conditions, including snow, sun, rain and winds.

He almost felt like giving up, until one day he bumped into a hedgehog.

The duckling had never seen a creature so strange before, he had only known swans, frogs and creatures of the pond. The Hedgehog is very friendly and led the duckling to his home. Awaiting him there are many other creatures known as Squirrel, Skunk and Mouse. Here in his new home he felt as though he truly belonged, and together they lived happily ever after’.

Further Research After coming up with my idea, I decided I wanted to do a bit more research to find out a more about my target consumers who are families.

I wanted to look into the behaviour of different families and also interview children to understand what they want when they watch television and also what appeals to them. I found an article about some research carried out by ‘Ofcom’, this research was about the fact that UK families are more likely to watch TV together now than they have been in over a decade (Lee, D 2013). The article suggested that smart phones and other devices are bringing the family back together in front of the television and multi-tasking by using social media to tweet about programmes etc. Using the television to advertise towards families would be a good idea, especially having an advert that the children all love and get excited about.

By getting the parent’s permission, I also asked children a few questions.

It is difficult to get a clear answer from a child, but from what I gathered, children love cartoons and fairy tales. I got a lot of answers like ‘Peppa Pig’ and characters from ’64 Zoo Lane’, which clearly suggests to me that children love to watch animals in a story. Whilst I asked them the questions, I observed what type of toys they were playing with, which was small animal figures and soft teddies. I knew that my idea would relate well with children from this research.

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Campaign Outputs (Story-Board Video Mock Up)

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Digital Campaign (Mock Up)

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Visual Research Once I had come up with my concept, I decided to start finding some research that would inspire me to create the visuals for the advertisement. I started to look at a couple of different zines with illustrations in them, one that stood out was called Weapons of Reason, and this was illustrated by Anna Dunn. Her designs are described as vibrant colours with soft textures, they are very playful and in the zine she has drawn small creatures, this work caught my eye and inspired me further.

In terms of visuals on other advertisements, I looked into videos such as the ‘Virgin Atlantic safety film’ by ‘Art & Graft’, I found this to be a very clever way of portraying a safety message, that is normally found as boring, as something fun and exciting and catching the attention of the people on the flight. Another advert that I looked at was called Chobani – ‘Survival of the Fruits’, this involved an animated jungle theme in which pieces of fruit are portrayed as animals. It was very intriguing to watch and see how they linked the animal’s personalities with how they thought the fruit would act.

An Illustrator that I looked at and was inspired by is called Tom Clohosy Cole, he recently brought out a book called ‘Wall’ which is about the Berlin wall, his images are very skillful and what I feel would look perfect in an advertisement. I had previously completed a brief which was to create a visual merchandising scene for the brand Charlotte Olympia, I researched their shop windows during the project and found that they follow a playful theme with small scenery like trees and snow and a theme park, I liked this kind of style and thought it would look great in an advertisement.

The film called ‘Once upon a Forest’ in 1993 inspired me through its small animation of animals and also its storyline being very emotional. As a child I remember enjoying this film and watching it with my family, I wanted to capture the way it made me feel, in an advertisement that would relate to children and families.

In terms of colours, I looked towards the Grayson Perry exhibition as inspiration, through his vibrant beautiful colours and patterns, he is not afraid of mixing different colour palettes together. I also found ‘itsnicethat’ website and journal to be a great source of visual research for fonts and colours.

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Figure 21, 22, 23, 24, 25, 26, 27, 28, 29 and 30.

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Creative Concept My creative concept is to make a short story into an advertisement which will be published on Youtube as well as aired on television inbetween family oriented programmes and children’s programmes which are played at around 3pm after school, or in the evening when families sit down together. One of the reasons I have decided it will be published on Youtube is due to the fact that in Steve Harrison’s book ‘How to do better creative work’ he says that the consumer’s shift towards digital media has been equalled, if not surpassed by a shift in volume of online advertising.

Families seem to go on the internet together especially with Ipads and smart phones, even children as young as five seem to be using their own Ipads.

The advertisement will be emotional and relatable, it will be animated and appeal to families, I intend for it to warm the parents hearts and to excite the children seeing characters which are animals they like. I want the advertisement to start with ‘Once upon a time’ and end with ‘together they lived happily ever after’, this is due to the fact that the advert is a short fairy tale story, all fairy tales start with and end with these two lines.

Figure 31, 32, 33 and 34.

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Conclusion Families are an ideal consumer for Airbnb to target, as there are many families that want to take their children on holiday but can’t afford an expensive hotel. I feel that creating a character children will remember, will make way for brand expansion, for example they could bring out the duck in the form of a toy similar to the ones released by John Lewis and comparethemarket meerkat toys. This concept will help Airbnb to target this market as well as appealing to others who like this type of advertisement. From the success of John Lewis we know that these adverts have a great impact, people wait in anticipation for the next Christmas John Lewis advert and it is known by most people, whether they are families or not. This is why I feel an emotional response will create the best outcome for the next Airbnb campaign.

Using a questionnaire as my first piece of research was insightful because I was able to attain a large amount of information quickly.

As the brief was new to me at this point it helped me generate a rough idea of what I was going to move onto next.

At this point I knew exactly what I wanted to do with my advertisement. I wanted to test this one the target consumer as well as finalise my idea with these findings.

This was very helpful for my big idea as it was more of a specific consumer. I was able to expand on a certain set of questions I had prepared to get the answer that I required.

Detailed information can be achieved easily. Can achieve greater attention to an individual and their answers.

Can be difficult to analyse.

Face to face people may lie and not want to say what they really think in front of the interviewer.

Structured Inter- 5 – Families and In-depth details targeted toviews Children wards my intended consumers, which is families. This is when I brought in my idea to get responses and feedback towards it. I wanted to find out if my idea would be of interest to people and if they thought it made them feel emotion and a feeling of belonging. I could also receive more tailored responses.

Re-

Most responses were as expected. With open questions that you can’t expand on in person sometimes you receive one word answers making it difficult to achieve results and to analyse them. This is why it was important for me to conduct interviews after this stage. What I found interesting was which advertisements people had remembered.

Effectiveness of search Method

Can achieve a large sample size easily. It is easy to generate quantitative data and easy to analyse. Very convenient as researcher does not have to be present when respondent is filling out the questionnaire.

Outcomes

Can’t control the responses and therefore can end up with one word answers. People also may not tell the truth on a questionnaire and answer quickly without reading the information correctly.

Strengths

30 – A mixture of Generalised responses to Females and Males achieve basic information and inof all ages. sights into advertisements people seem to remember and why?

Then an idea of what makes a person feel like they belong and what it means to them. Also to find out if anyone had heard of Airbnb.

Weaknesses

Questionnaire

Purpose

Sample Size

Method Type

Research Methodology

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Sample Size

N/A

N/A

Method Type

Web Research

Book Research

Research Methodology Strengths

Outcomes

Effectiveness of search Method

Re-

Important as a lot of information I found in these books were not on the internet or I wouldn’t have searched for the information I needed online.

Books have to go through a publisher to get published therefore they are likely to be reliable and you always know who the author is.

Information may not be reli- Easy to pin-point the rele- Quick and easy to find data I found web research to able and could be made up as vant information that you and research from a wide be good as it was the anyone can publish data on the want to use. range of sources. quickest and easiest internet. source to obtain the data that I needed to find.

Weaknesses

To receive more generalised sec- Time consuming and difficult Can find information that ondary research. I read through to find the relevant informa- isn’t published via web or different books which I felt would tion. other sources. help towards the project. I wanted to look into books about digital marketing and advertising.

I used the internet to find specific information that I would find useful. I wanted to find studies about families and advertising.

To look into previous advertisements from Airbnb and competitors. I also wanted to find out who Airbnb were and find out about their brand image.

Purpose

Appendix

Questionnaires Page 18-26 Consent Form Page 27 Interview Transcripts Page 28 Harvard Referencing Page 29-31

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Questionnaires (A few examples of the questionnaires I carried out)

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Interview Transcripts Tell the person my idea and find out feedback about it – Suggestions? Would they enjoy it? Would they remember it?

Do they feel as if their children would enjoy the advertisement?

Ask them what they truly believe feeling as if you belong means? When does she think her children feel as if they belong?

Respondent One – Female – Mother of 2 children aged 3 and 5.

Respondent said she would love the idea it is very relevant to her lifestyle as she is surrounded by her children. She would remember the advertisement as the ugly duckling is very popular story. She feels as if her children would enjoy the advertisement as she reads fairy tales to them every night from their favourite book, they call the book their ‘special magical book’ full of tales that takes them to a magical world. She believes that belonging is always being surrounded by the people she loves and having the support that she needs. She believes that her children feel they belong when they are playing with their toys in a group of their friends, she sees how happy this makes them. I also went on to ask her if her children like animals, she told me that they are obsessed with ‘Peppa Pig’ and they love to be taken on trips to the farm with all the animals, every time they go they always shout out the animals names when they see them.

Respondent Two – Female – Mother of 2 children aged 20 and 23.

Even though her children are now grown up I still asked this participant the same questions as she remembers when her children were young and enjoyed these types of animated programmes. Yes would enjoy the advert, she loves the ugly duckling fairy tale anyway, can’t resist looking at cute animals, they are a bit funny, one will be a bit daft and fall over or something, loves animation and can make them look so cute that they make you smile and happy – very huggable characters, you want to follow them on their little adventure and hope that they are all safe. Would remember it – needs to have a connection with what it is advertising. Defiantly thinks that her children would have enjoyed this programme as they loved watching all cute animal things such as Peter Rabbit and animal story books. Belonging means you are accepted into somewhere where you feel welcome and you have something in common with all the other people, a place where you feel comfortable and relaxed. She remembers her children feeling like they belonged when they went on holiday and there was people dressed as animals and all the children joined in the activities with these people dressed up, her children were in a little team with competitions and have fun and felt like they belonged.

Respondent Three – Female – Child Aged 6 1.

Do you like to watch/listen to fairytales? Which ones do you remember and like?

2.

What programmes do you like to watch on television? Or what films?

3.

Do you like to go on holiday with your family?

4.

Do you like animal characters, which animals are your favourite?

Said she loves the watch fairy tales with a big smile on her face, she loves all fairy tales. She loves Frozen, Mr Tumble on Tweenies, would love to go on a holiday with family. Loves animal characters and her favourite animal is a giraffe.

Respondent Four – Male – Child Aged 4 Likes to watch fairy tales, favourite one being the three little pigs. His favourite programme on television is ‘Hey Duggee’. He loves to go on holiday with his family a lot. Favourite animal is a dog as he owns a little puppy called spot.

Respondent Five – Male – Father of 1 child aged 7 Likes the idea for his little girl to watch and enjoy as he likes her to always be happy. He is a single parent and therefore always likes to find the best ways to look after his daughter. He feels he would remember the advert if he watched it with his daughter. He does like to watch animated advertisements. He knows for sure that his daughter would love the advertisement as she loves fairy tales especially the ugly duckling. The true feeling of belonging to him is being part of a family.

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