Visit Sweden Digital, Case study Sweden On Airbnb [video] 2 by Forsman & Bodenfors Gothenburg

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Sweden On Airbnb [video] 2

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Industry Destinations (Countries & Places)
Media Digital, Interactive & Mobile, Case study
Market Sweden
Agency Forsman & Bodenfors Gothenburg
Art Director Ted Harry Mellström, Johan Eghammer, Johanna Hofman-Bang, Josefin Roxeheimn
Copywriter Marcus Hägglöf, Pontus Levahn, Agnes Uggla
Designer Johan Fredriksson
Released May 2017


LIA Awards 2017
Digital Travel Gold Winner
Digital Innovative Use Of Digital Silver Winner

Credits & Description

Entrant: Forsman & Bodenfors, Gothenburg
Brand: Visit Sweden
Corporate Name of Client: Visit Sweden
Clients: Jennie Skogsborn Missuna/Peter Holmberg/Jonas Overödder/Lotta Thiringer
PR Strategist: Robert Johnsson
Advertisers Supervisor: Jenny E Kaiser
Account Directors: Ann Spennare Bengtsson/Olle Victorin
Account Manager: Johanna Bringefält
Planner: Daniel Sjöstrand
Agency: Forsman & Bodenfors, Gothenburg
Copywriters: Marcus Hägglöf/Pontus Levahn/Agnes Uggla
Art Directors: Johan Eghammer/Johanna Hofman-Bang/Ted Mellström/Josefin Roxeheimn
Writer: Lycke Ramel
Designer: Johan Fredriksson
Agency Producer: Jens Odelbring
Digital Producer: Peter Gaudiano
Music Supervisor: Jenny Ring
Date: May, 2017
Visit Sweden wanted people to consider Sweden as a holiday destination. But Sweden isn’t really the first country that comes to mind when planning a trip – Sweden ranks 23rd in desirability among European nations. We might not have many of the characteristics that usually define a vacation spot, but we do have something that other countries don’t. It’s called the Freedom to Roam, or Allemansrätten, and it’s an 80-year-old right protected by the constitution that allows anyone to roam freely in all of Sweden’s nature. With this in mind, we decided to target those who could truly appreciate the concept of an open and largely untouched nature – the more adventurous travelers. And when these people plan their trips, they go to Airbnb. So we listed the entire country of Sweden on Airbnb and invited the world to come and explore this 100-million-acre-large accommodation of ours.
To get people excited about Sweden and put a spotlight on the unique concept of the Freedom to Roam, we listed the whole country of Sweden on Airbnb. On the site, people could browse through different listings – from Rönne å in the south, to Sarek in the north. All destinations came with their own specific descriptions and amenities; a lake became an infinity pool, a cliff was a panoramic terrace and the moss on the ground turned into soft natural carpeting – just like a regular Airbnb listing. At the bottom, people could read through reviews and tips about each destination, written by previous visitors and people from the area.
Earned media: $9.7 million
Engagements: 1.7 million
Articles: 1288
Spread: 138 countries
Media impressions: 8.4 billion
Organic reach: 700% increase
Online conversation: 2346% increase
The Campaign
With our target group (travellers) in mind, we decided to present one of Sweden’s most popular tourist attractions, the great outdoors, in a way that makes Sweden different from other nature destinations. We used the Freedom to Roam, an 80-year- old Swedish right protected by the constitution that allows anyone to roam freely in Sweden’s nature. Every lake and mountaintop can be enjoyed as if they are yours – our country is one big home. Since we knew our target group, we knew where they hang out online. So we listed the entire country on Airbnb.
Creative Execution
Together with Airbnb we created and built a special campaign site for Sweden on Airbnb where people could browse through different listings. All destinations had their own specific descriptions and amenities; a lake became an infinity pool and moss on the ground became carpeting – like a regular Airbnb listing.
We also produced a film where a Swedish man, Åke, invited the world to explore his 100 million acres accommodation.
To pave the way for the campaign we worked with different influencers who in one way or the other had a natural connection to freedom to roam: explorer Renata Chlumska, photographer Wisslaren; raincoat designer Alexander Stutterheim and tech profile Natalia Brzezinski, an American who used to live in Sweden.
We also produced content about freedom to roam, including an interview with an expert, which we published on Visit Sweden’s website.
Earned media: $9,7 million
Engagements: 1,7 million
Articles: 1691
Spread: 138 countries
Media impressions: 8,4 billion
Organic reach: 700% increase
Online conversation: 2346% increase
The campaign was launched on May 22nd 2017 and in July 2017 the number of booked hotel nights from the US increased by 45 % compared to the year before. A booking cycle in the US is 45 days.
By combining the power of the Airbnb platform with something which in its essence is a defintion of Swedish society as a whole, the freedom to roam, we managed to get the US and the world to talk about Swedish as a destintion and Swedish nature in a new and inspiring way. And by using the Airbnb platform as a starting point we succeeded in starting a dialogoue with those we wanted to reach – journalists and travellers in the US market.
Insights, Strategy and the Idea
Even if visitors are few, people are still coming to Sweden from all demographic segments (DINKs, WHOPs etc.) A heterogeneous group, but we found something they all had in common that let us tailor a message to them. The development of digital technologies and fundamental shifts in how people perceive value has disrupted every field of consumption, and transformed the way we plan and experience travel. We called this insight “the evolution from tourist to traveller”, and we wanted to repackage Sweden in to something travellers would love. And love to show off. Sweden needed to be something completely different. We needed to communicate Sweden in a way that resonates with the travellers values. This meant that something like the great outdoors couldn’t be communicated simply on it’s own. Everything needed to be combined with something more, for example Swedish culture or politics.