Airbnb (PROACTIVE)

Go all in. Stay all in.

Airbnb exists to empower people to find the stay that is right for them; to create unique stays and experiences; and build genuine connections that matter.

For Gen Z, these connections are vital.
Loneliness is becoming a new epidemic amongst those aged 16-24, with Forbes highlighting that 73% of Gen Z report feeling lonely sometimes or always.

When we take risks and overcome challenges, it can increase our confidence and give us more purpose in our lives, even more so when it’s part of a group.

So, with this campaign, digital connection will be turned into a series of unique stays and experiences that are based around challenges, ultimately creating stronger, and more meaningful bonds between new friends.

Roll The Dice category

At the centre of this campaign is the ‘Roll The Dice’ category. This category gives Airbnb users an opportunity to discover a unique set of Airbnb group stays based around challenges, that become available at the roll of a pair of dice.

Select the
’Roll the dice’ category.

The App

The dice can be accessed in the categories section of the app itself. Each of these stays you are presented with have a remaining capacity and price. This encourages users to consider stays with groups they don’t already know. Once the capacity is filled, the stays get removed.

Press the button to
roll the dice.

You then get a series of stays based on your roll, each with a remaining capacity.