| Date | |
|---|---|
| Author | Zoe Aresti |
DCM recently launched a new ad in cinemas for leading global community-driven hospitality company, Airbnb. Based on the brand’s Belong Anywhere campaign, the work consisted of a split-screen experience debuted during 3D showings of summer blockbusters Finding Dory, Independence Day: Resurgence, and The Secret Life of Pets (UK only) and gave moviegoers a unique first-of-its-kind viewing experience.
The ad aired in the US, UK and Australia and allowed the audience the ability to see two alternative travel experiences simultaneously by using specialised bifocal glasses that employ adapted 3D technology pitting the idea of mass tourism against travelling the Airbnb way and championing the idea of living like a local.
“The role of creative work at Airbnb is to inspire people to desire a different way to travel, one that challenges traditional tourist clichés. This incredible use of technology allows the cinemagoer to experience advertising like they never have before,” said Jonathan Mildenhall, Chief Marketing Officer at Airbnb.
“So right there, right then the Airbnb experience transports you between living like a local versus visiting like a tourist. Honestly, when my team and I went for the demo in the movie theater we were all blown away. This is the new frontier in cinematic advertising.”
The patented technology, created by Finch Australia, eliminated the need for split screens or playing out points of difference one after the other, effectively showing two sides of the same story on the same screen at the same time. The partnership with Finch was brokered by Starcom Mediavest as another way for Airbnb to continue to leverage new media and emerging technology to extend into new markets.
“We’re thrilled to have worked with Airbnb to launch its latest creative using cinema’s latest technological development, 37 Degrees," said DCM Sales Director, Davina Barker. "Showcasing the ad in this way allows cinemagoers to be the curators of their own experience, offering a sense of uniqueness as people who are sat next to each other can see something different."