D&AD New Blood Brief

Client: Airbnb

Problem from Brief: Use Airbnb to help fuel in-person social connection.

Insight: Gen Z is going out at night less (and socializing less) because getting home takes too much effort.

Big Idea: Making staying in an Airbnb more convenient than going home.

Execution: Turn Airbnbs near nightlife centers into “Slumber Parties” and provide everything someone would need before bed.

Copywriter: Lang Delapa

Welcome to the Airbnb Slumber Party. Making the end of the night just as fun as the start.

Case Study Video:

New “Slumber Party” Category in App

The new Slumber Party section on the Airbnb shows all the hottest venues near the bar or nightclub the user is currently in.

Since no one wants to bring an overnight bag to a bar, we’ve supplied one.

The Slumber Party description lists out all the supplies—like a toothbrush, pajamas, chargers, etc—included in the booking cost. 

Easy Split Payment

It's not a party without guests. But so users don't have to worry about who's going to pay the bill, since they can conveniently split the cost in-app.

Outdoor

Social