Airbnb are using a first in market activation to add a new dimension to the ‘Live There’ campaign. Made possible through collaboration between Starcom MediaVest, Finch, Hoyts and Val Morgan, the cinema activation enhances Airbnb’s ‘Live There’ creative and demonstrates the unique perspective that Airbnb travellers enjoy, enabling them to live like a local.
Using Finch’s patented 37 degrees technology, simply by titling their head moviegoers are able to see two alternate views of the same travel experiences when watching the ad in cinema. The change in viewing perspective reveals a different simultaneous travel experience at the same location.
Airbnb branded 3D glasses with bifocal 3D lenses are distributed to moviegoers, which allow different visuals to be seen within the same commercial – depending the on the angle of view.
Tristan Wyse, national sales director, Val Morgan said, “This ground breaking campaign is the coming together of technology and imagination and was made possible through a true partnership between all parties involved.
“The activation inspires travellers to reimagine what it is to travel by showcasing the authentic experiences made possible through Airbnb. Finding Dory is a one of the most highly anticipated movies of the year, and this memorable activation will create a lasting impact and really strengthen the Live There message.”
The campaign breaks in cinemas this week, screening with the family blockbuster Finding Dory at Hoyts Broadway, Chatswood, Highpoint and Melbourne Central cinemas.
The activation is also running in cinemas in North America and the UK, facilitated by SAWA the global trade body of cinema advertising contractors.