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  • SUB CATEGORY :
    BEST USE OF USER GENERATED CONTENT
  • COMPANY ENTERING :
    TBWA KOREA, SEOUL
  • TITLE :
    #HELLOLITTLEDIRECTORS
  • BRAND :
    AIRBNB
  • ADVERTISER :
    AIRBNB
  • AGENCY :
    TBWA KOREA, SEOUL
  • CREATIVE DIRECTOR :
    DONG-WOOK SEO
  • COPYWRITER :
    SO-HEE KANG/MIN-SEOB HYUN
  • ART DIRECTOR :
    JAE-HEUNG PARK/OK-JI CHOI
  • ACCOUNT DIRECTOR :
    MIN-SUN YU
  • ACCOUNT MANAGER :
    YEONG-JU NOH
  • ACCOUNT EXECUTIVE :
    HA-RAM KANG
  • DIGITAL PLANNER :
    HYUN-WOONG PARK/DAI-OH KIM/BYUNG-CHANG LEE
  • FILM PRODUCTION COMPANY :
    BONGREY, SEOUL
  • DIRECTOR :
    JIN-HWAN JUNG
  • ASSISTANT DIRECTOR :
    YANG SEUNG-CHUL
  • EXECUTIVE PRODUCER :
    HYUNG-SIK YOON
  • FILM PRODUCER :
    JI-YEON LEE
  • POST-PRODUCTION COMPANY :
    TAILOR, SEOUL
  • EDITOR :
    JUNG-HYUN HONG
  • SPECIAL EFFECTS COMPANY :
    FOURNINES, SEOUL
  • VISUAL EFFECTS :
    MU-JUN KIM
  • SOUND PRODUCTION COMPANY :
    VOLUMEGRAF, SEOUL
  • SOUND DESIGNER :
    DAE-SUB KIM
  • SOUND STUDIO PRODUCER :
    SUN-MI AHN
  • CAMPAIGN SUMMARY :
    AIRBNB LAUNCHED CAMPAIGN TARGETING KOREAN FAMILY IN 2017. IN KOREA, USUALLY FAMILY TRAVEL WAS LED BY PARENTS AND KIDS OFTEN JUST BEING FOLLOWED. IN THIS WAY OF TRAVEL, KIDS ARE ALWAYS THE SUBJECT OF TRAVEL PHOTOS/VIDEOS TAKEN BY MOMS&DADS, ALSO TRAVEL IS ALWAYS RECORDED BY PARENTS’ VIEWPOINTS. WE FOUND CONVENTION HERE AND WERE CURIOUS WHAT KIDS SEE AND FEEL WHEN THEY GO TRAVEL WITH THEIR FAMILIES. SO OUR IDEA WAS TO LET KIDS SHOOT THE FILMS BY THEMSELVES, BY GIVING THEM MOBILE PHONE&CAMERAS TO CAPTURE TRAVEL STORIES THROUGH THEIR OWN EYES. WE RECRUITED VIDEOS WITH THE HASHTAG #HELLOLITTLEDIRECTORS WHICH WERE SHOOT BY KIDS FROM 17TH JUL TO 27TH AUG, 2017. 784 SHORT MOVIES SHOOT BY OUR LITTLE DIRECTORS WERE SUBMITTED DURING THIS PERIOD. AND WITH THESE SHORT MOVIES, WE MADE MOVIE ’#HELLOLITTLEDIRECTORS’ TO SHOW PEOPLE HOW KIDS SEE TRAVEL DIFFERENTLY FROM US. IT WAS RELEASED AT OFFLINE EVENT . AND ALSO RELEASED AT AIRBNB’S FACEBOOK RECORDING 830,000 VIEWS WITHIN JUST 8 DAYS. MOVIE MADE WITH KIDS GENERATED CONTENTS, AIRBNB COULD SHARE AUTHENTIC FAMILY TRAVEL MOMENTS THROUGH KIDS’ EYES AND MAKE THEIR PARENTS ALSO REALIZE WHAT THEIR KIDS SEE AND FEEL THROUGH FAMILY TRAVELS.
  • THE BRIEF :
    AIRBNB’S BRAND VISION IS ‘LIVE THERE’, ESPECIALLY THEIR VISION WAS 'LIVE THERE WITH YOUR FAMILY’ IN 2017. .BECAUSE AIRBNB BELIEVED THAT PEOPLE COULD SEE THE WORLD DIFFERENTLY THROUGH "LIVING" THERE, NOT "GOING" THERE. BUT IN KOREAN FAMILY TRAVEL, PARENTS ALWAYS LED KIDS, AND KIDS WERE USUALLY BEING JUST FOLLOWED. ALSO, TRAVEL WAS RECORDED BY PARENTS SINCE THEY ALWAYS TOOK PHOTOS/PICTURES OF TRAVEL OR THEIR KIDS. SO THERE WAS NO OPPORTUNITY TO KNOW WHAT KIDS SEE AND FEEL IN FAMILY TRAVEL. SO, OUR OBJECTIVE WAS FIRSTLY TO DISCOVER WHAT KIDS SEE AND FEEL IN FAMILY TRAVEL, SINCE THEY ARE THE ONES WHO NATURALLY ‘LIVE THERE’ WHEN THEY GO TRAVEL. SECONDLY, IT WAS TO UTILIZE REAL ‘KIDS GENERATED CONTENTS’ SINCE WE WANT TO SEE REAL TRAVEL STORIES CAPTURED BY KIDS. LASTLY, BY THIS WAY OF TRAVEL, IT WAS TO MAKE THEIR FAMILY TRULY CONNECTED WITH EACH OTHER.
  • THE STRATEGY :
    AIRBNB WANTED TO CHALLENGE CONVENTION OF FAMILY TRAVEL AND EMPOWER KIDS TO CAPTURE AUTHENTIC FAMILY TRAVEL MOMENTS THROUGH THEIR EYES. OUR IDEA WAS LET KIDS CAPTURE TRAVEL STORIES BY THEMSELVES, BY GIVING THEM MOBILE PHONES&CAMERAS IN FAMILY TRAVELS. IN THIS WAY, KIDS COULD CAPTURE WHAT THEY SEE AND WHAT THEY FEEL. IN THIS IDEA, THERE WERE 2 FACTORS THAT MADE THIS CAMPAIGN SUCCESSFUL. FIRSTLY, IT WAS TARGET INSIGHT TOWARDS KIDS. KIDS THESE DAYS ARE DIGITAL NATIVE AND COMFORTABLE TO CREATE THEIR OWN CONTENTS. IN MOST PARENTS’ MOBILE PHONES, THERE ARE MANY PICTURES AND VIDEOS THAT THEIR KIDS TOOK BY THEMSELVES THAT EVEN THEIR PARENTS HAVEN’T NOTICED. KIDS WERE USED TO TAKING PICTURES OR VIDEOS NATURALLY BY USING THEIR PARENTS’ MOBILE PHONES OR CAMERAS. SECONDLY, WE UTILIZED THE PEAK SEASONS OF FAMILY TRAVEL. WE RECRUITED VIDEOS THROUGH JULY AND AUGUST WHEN MOST KIDS HAVE SCHOOL BREAK AND DADS&MOMS HAVE SUMMER HOLIDAYS IN THEIR WORKS AT THE SAME TIME. IN THIS WAY WE COULD RECRUIT MANY NUMBER OF FILMS SHOOT BY KIDS FROM THEIR FAMILY TRIPS
  • THE EXECUTION/THE EXECUTION & CRAFT :
    FIRSTLY, WE MADE HASHTAG #HELLOLITTLEDIRECTORS SINCE HASHTAG WAS IMPORTANT TOOL RECRUITING VIDEOS FROM USERS. AND THEN, WE ANNOUNCED THIS EVENT VIA VARIOUS CHANNELS TO INCREASE PARTICIPATION FOR THIS CAMPAIGN. WE ESPECIALLY TARGETED PARENTS WITH SPECIAL MEDIAS, SUCH AS PARENTING APPS AND HOUSEWIVES CATEGORY MAGAZINES. ALSO MAXIMIZED SOCIAL EXPOSURES UTILIZING FACEBOOK, INSTAGRAM AND KAKAOSTORY. WE RECRUITED VIDEOS FROM 17TH JUL TO 27TH AUG 2017. DURING THIS PERIOD, USERS UPLOADED VIDEOS TAKEN FROM THEIR KIDS VIA THEIR OWN SNS(INSTAGRAM, FACEBOOK AND PORTAL BLOGS) WITH HASHTAGS #HELLOLITTLEDIRECTORS. AS RESULT, 784 SHORT MOVIES WERE ENTERED SHOOT BY OUR LITTLE DIRECTORS. AND WE CONTACTED TO USERS TO RECEIVE HIGH-RES VIDEOS THROUGH THEIR SNS CHANNELS. WITH 784 MOVIES, WE EDITED THE MOVIE #HELLOLITTLEDIRECTORS, TO SEE HOW KIDS SEE TRAVEL DIFFERENTLY FROM US. THIS MOVIE WAS RELEASED AT ‘AIRBNB KIDS MOVIE FESTIVAL’ WHERE AIRBNB INVITED THE FAMILIES WHO ENTERED FOR THIS CAMPAIGN. ALSO, IT WAS RELEASED THROUGH DIVERSE SOCIAL CHANNELS SUCH AS YOUTUBE, FACEBOOK AND INSTAGRAM.
  • THE RESULT :
    WE SUCCESSFULLY UTILIZED ‘KIDS GENERATED CONTENTS’ BY RECRUITING 784 SHORT MOVIES, WHICH WAS LARGE NUMBER THAN WE EXPECTED CONSIDERING THE CONTENTS SHOULD BE SHOOT BY REAL KIDS. ALSO WITHIN 8 DAYS, IT RECORDED 830,000 VIEWS AT AIRBNB’S FACEBOOK AND 23,000 VIEWS AT YOUTUBE. THIS CAMPAIGN ALSO CONTRIBUTED TO THE INCREASE OF CONSIDERATION OF AIRBNB AMONG OUR TARGET AUDIENCES. THE NUMBER OF AIRBNB ACCOMMODATIONS SEARCHED INCREASED AS 12%. AND, THE NUMBER OF PEOPLE WHO SEARCHED AIRBNB INCREASED AS 16% COMPARED TO THE INDEX WHEN CAMPAIGN WAS NOT EXECUTED. THE GREATEST ACHIEVEMENT IS THAT THIS FILM LET PEOPLE REALIZE WHAT THEIR KIDS SEE AND FEEL IN THEIR FAMILY TRAVELS. ‘FROM THIS FILM, I COULD DISCOVER WHAT TRAVEL IS..’ ‘FROM KIDS’ POINT OF VIEW, TRAVEL FEELS TOTALLY DIFFERENT’ ‘I REALLY WANT TO TRAVEL WITH MY KIDS IF THIS IS WHAT OUR KIDS SEE IN OUR FAMILY TRAVELS’