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Until We All Belong

basics
Industry: Transport & Tourism
Media:Design & Branding
Market:Australia
Language:English
Style: Minimalism
descriptioncnen
Synopsis
Australia is one of Airbnb's most important markets - not only one of the world's most popular travel destinations, but in regard to total annual guest arrivals, Australia is Airbnb's number one market per capita, ahead of the US, China & UK. Airbnb have a clear, simple global mission statement - they believe in a world where people belong, anywhere. They also have a history of going beyond just talking purpose, instead living by it. In 2017, the challenge facing the Australian Airbnb team was how to continue to grow the brand in its most saturated market, and how best to ensure they were keeping their brand purpose at the heart of everything they did. When looking at Australian society at the start of 2017, there was a major issue relevant to Airbnb; one completely at odds with their own brand philosophy - the lack of marriage equality. With no indication of how long it might be before marriage equality would become a reality, Airbnb took the plunge and threw their support behind it, pledging to fight for equality until we all belong. This was no token gesture - the entire 2017 Australian brand budget was committed to this campaign.
Strategy
Research told us that many Australians felt the issue of marriage equality was something that they supported but did not feel connected or close to if they weren't part of the LGBTQI community, because it didn't impact them directly. ?? Our strategy was to create a campaign that brought this issue one step closer to people's lives; encouraging people to see this as a human issue (not just a 'gay' issue), that affects mothers, brothers, colleagues, sisters and sons - making a societal issue into a personal one. We knew if we 'normalised' acceptance across all walks of life we could significantly impact the marriage equality debate. We had to go beyond the core LGBTQI community and harness the support of the majority of Australians who wanted to see marriage equality become law; to focus on undecided middle, those in Australian society whose support and voices could be swayed.
Outcome
The results outperformed all expectations. #UntilWeAllBelong became the biggest brand backed LGBTQI campaign of all time. Launching in April, Australia has thrown its support behind #untilweallbelong with 750 rings ordered every day - 1 every 2 minutes! Generating 110,513,000 media impressions with an earned and donated media value of $5,800,000 AUD. The total campaign cost at $1,190,000 AUD, meant an ROI of $4.87 for every $1 invested There are three key measures of Airbnb brand health and across 2017, we saw our biggest YOY increase across all three: " Active accommodation listings in Australia - 40% YOY growth. " Inbound guest arrivals to Australia in 2017 - 73% YOY growth " Outbound guest arrivals from Australia - 56% YOY growth But the most important result of all? In December 2017, the public pressure finally forced the Australian government into action, with Marriage Equality finally passing through the senate becoming law.
Execution
Real People, Real Stories To create a movement that felt both significant in scale but personal, we launched with TVCs and online video featuring 20 everyday Australians (not actors) that focused on two things - their reactions to seeing the ring for the first time and stories of how marriage inequality had impacted them or the ones they love. Attracting and Engaging Partners We were the first major brand to stand and up and take a stand on marriage equality, but we knew that there were many others that believed in the cause. We wanted others to join, but the response caught even us by surprise; 18 major corporations/brands rallied to our campaign, all putting their money where their mouth was to support us, expanding our campaign to 'money can't buy' media locations like Qantas boarding passes and ANZ ATM's.
CampaignDescription
At the heart of our campaign was the ring and the pledge it symbolised. We wanted to go beyond just a short term spike in conversation that a traditional CSR campaign sort may achieve - we wanted to create a movement that would not rest until marriage equality became law. To do this, we needed a symbol; something immediately recognisable that allowed people to show their support and spark the volume of conversation and societal pressure required to help create legislative change. Our idea was to take one of the oldest symbols of marriage - the wedding ring - and turn it into a symbol for marriage inequality, the Acceptance Ring. The unique, matte black metal ring is an incomplete band with the gap serving as a physical representation of the gap in marriage equality. It was available for free for all Australians via a bespoke microsite.
BriefWithProjectedOutcomes
Australia was the last westernized country in the world to embrace, support and legalise marriage equality. When, on the 6th November 2016, a proposed plebiscite on marriage equality was voted down in the Senate by 33 votes to 29, it seemingly brought an end to a 14-month debate over marriage equality. Nationals MP Andrew Broad said afterwards that the Government "would not revisit same-sex marriage for the foreseeable future"1 and for many, this spelled the end of a reasonable chance of marriage equality in Australia before 2019 at the earliest, despite the fact that polls run by Roy Morgan in mid-2016 showed that the majority of Australians supported marriage equality and wanted to see it brought into law. It was against this context that our campaign was set - a country looking for equality but with a Government unwilling to give it to them. Launching in April 2017, #UntilWeAllBelong was a simple idea centered on an incomplete wedding ring representative of the issue of equality the county faced. An integrated campaign drove over 110,000,000+ media impressions becoming the largest corporate push for Marriage Equality (and any LGBTQI issue) in history.
credit
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Other credit:Entrant Company: CLEMENGER BBDO MELBOURNE, Australia
Media Agency: STARCOM, Melbourne, AUSTRALIA
PR Agency: N2N COMMUNICATIONS, Sydney , AUSTRALIA
Additional Company: AIRBNB, Sydney, AUSTRALIA
Creative Chairman, James McGrath, Clemenger BBDO Melbourne
Executive Producer, Sonia von Bibra, Clemenger BBDO Melbourne
Senior Digital Designer, Adam Hengstberger, Clemenger BBDO Melbourne
Grade Artist / Colourist, Martin Greer, Freelancer
Creative, Tom McQueen, Clemenger BBDO Melbourne
Creative, George McQueen, Clemenger BBDO Melbourne
Executive Planning Director, Paul Rees Jones, Clemenger BBDO Melbourne
Senior Producer - Print, Craig Bulman, Clemenger BBDO Melbourne
Agency Producer - Digital, Cynthia Bons, Clemenger BBDO Melbourne
Digital Designer, Priya Stewart, Clemenger BBDO Melbourne
Head of Digital Imaging, Steve Pratt, Clemenger BBDO Melbourne
Technical Lead Developer, Sylvain Simao, Clemenger BBDO Melbourne
Offline editor - Pledge, Philip Horn, Clemenger BBDO Melbourne
Online editor, Andrew Packer, Clemenger BBDO Melbourne
Head of Social Media, Brie Stewart, Clemenger BBDO Melbourne
Music Track & Artist, Angus Macrae, Level Two Music/Electric Dreams
Executive Producer/ Head of Projects, Josh Mullens, Clemenger BBDO Melbourne
Managing Director/Executive Producer, Michael Ritchie, Clemenger BBDO Melbourne
Sound Engineer, Paul LeCouter, Flagstaff
Group Account Director, Nick Campion, Clemenger BBDO Melbourne
Head of Project Management, Lucy Grigg, Clemenger BBDO Melbourne
Brand Marketing Lead Australia & New Zealand, Ben Hallam, Airbnb
Brand Marketing Australia & New Zealand, Daniel Gervais, Airbnb
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Sustainable Development Goals
Reduced Inequalities
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