AirBnB - A Night At...The Louvre
Campaign Date: 2019
Amplify + Airbnb turn the world’s most iconic museum into a once-in-a-lifetime cultural experience...
Challenge
How do you celebrate Airbnb’s partnership with the Louvre, connect with a new audience and turn a world-famous destination into a private home for just one night? You design a campaign that gets the world talking about an unforgettable money-can’t-buy sleepover.
Insight + Strategy
People want money can’t buy experiences, and the 30th anniversary of the Louvre Pyramid provided the perfect chance to team up with Airbnb and transform an iconic destination into an intimate home for just one night that set the world talking.
To deliver a concept and campaign that brought together and complemented both Airbnb and the Louvre we needed to create a content-led campaign to raise awareness of the Airbnb partnership and Night At… event globally to drive sign-ups and traffic.
Solution
Night at...The Louvre
A content-led campaign that gave two lucky winners the opportunity to spend an evening as the only guests at the Louvre. We built a series of unique sets that transformed the home of the world’s most famous art into a perfect home-from-home.
To support the launch of Airbnb’s epic staycation, drive excitement and encourage entries to the competition, we created a fully integrated campaign across 16+ territories – including OOH, print, PR, digital, social media and a 40” short film teasing the guest experience.
Starting their evening sipping ‘Drinks with Mona Lisa’, our winners enjoyed a few cocktails up close and personal with that famous smile, before embarking on ‘Dinner with Venus’ and a gastronomic delight inspired by Aphrodite. The night ended with ‘Sound at Napoleon’s’ and an acoustic performance by French artist Sarah Jeanne Ziegler inside the Napoleon III apartment.
But no trip to the Louvre would be complete without stepping into the iconic Pyramid. So to make it a truly one-of-a-kind stay, we built a pyramid-shaped bedroom within the Pyramid to let our guests sleep under the stars in style.
Results
Exceeding all previous benchmarks, the Louvre became Airbnb’s most successful ‘Night At…’ instalment yet with over 182k entries.
5.9m YouTube video completions
1.5m Website views
182k Entries
471k Snapchat swipe-ups
2700 Global PR broadcasts
90 Countries reached
We're a global creative agency specialising in experience and culture.
We join the dots between people, brands + culture.
Amplify create big ideas, campaigns, experiences and platforms designed to be amplified at every touchpoint and across the entire marketing mix. We think globally but activate locally, have hubs in London, Los Angeles, New York, Paris and Sydney and operate all over the world.
We were founded as a 'home for creative people and clients' on a shared mission to join 'the dots between people, brands and culture'. We know we have two clients, both the brands that give us the killer briefs and the often hard-to-reach audiences they're trying to engage. Through our campaigns, we find cultural spaces where a brand and audience can come together to create conversation, community and culture - building loyalty and long-term relationships.
We ensure brands cut through in this busy, saturated and complicated world by creating simple, moving and effective campaigns that are empathetic, often living across multiple channels.
