SPEND THE NIGHT IN ONE OF THE MOST ICONIC BUILDINGS IN THE WORLD: THE BIG BLUE BOX.
Before there was a bookstore, or a plane, or a stadium Skybox posted on Airbnb, we transforming an IKEA store into a fully functioning Bed & Breakfast. And we posted it on Airbnb.
“In what may well be the partnership of the century...”
Turns out, having Australian families spend the night in a local IKEA store gained us global attention. Loads of it. 250+ global news outlets featured the campaign: Mashable / Time Magazine / Creativity——Pick of the day / Adweek / PSFK / Huffington Post / Gizmodo / Daily Mail UK / USA Today / NBC / Ads of the World / Apartment Therapy / Elle Decor.
The partnership was shared almost 800 million times and won a Webby. Not bad for a media budget of $0.
WATCH: Campaign case study
We wanted families to experience IKEA’s new range of bedroom solutions, but we didn’t just want to hold a sleepover——we wanted to create a genuine B&B experience. And we wanted everyone to know about it, not just the families selected to stay the night.
Collaborating with Airbnb gave us instant credibility and reach, and the partnership elevated the campaign from a retail stunt to the store being seen as a genuine accommodation destination.
Airbnb’s platform became our campaign destination, and with the help of experienced local Airbnb hosts, we created three unique listings to showcase the range——plus communal areas for guests: a central dining table, and kids hang-out rooms.
THE WEBBY AWARDS 2015
Winner (Social Media——Events)
ONE SHOW 2015
Bronze Pencil (Branded Entertainment, Co-promotions)
Merit (Direct, Social Media & Viral Marketing)
Bronze (Best use of Experiential Marketing in a Promotional Campaign)
Finalist (Digital, Direct Response)
B2C Campaign of the Year
Featured in Creative Review’s Annual 2015
Featured in PSFK’s 2015 report Future of Retail.
We reached an audience of 798,176,903 across broadcast web, print, blogs, trend sites and social
22.75% increase in store visits–—including the highest number of visits on a single day for the year
17.75% increase in sales across bedroom ranges.