Airbnb’s rise to prominence within the hospitality sector is nothing short of remarkable. Part of this success can be attributed to its masterful use of video marketing, particularly its ability to evoke emotion and connect with its target audience on a personal level. This is exemplified in its advert targeting the Brazilian market.
OBJECTIVES
- Increase brand awareness and affinity in the Brazilian market. The use of Portuguese language and Brazilian cultural elements points towards this specific targeting.
- Highlight the unique and diverse experiences Airbnb offers. Showcasing beautiful locations and activities caters to travellers seeking adventure and authentic experiences.
- Drive bookings by showcasing the platform’s ease of use and appealing properties. The app interface is briefly shown, seamlessly connecting to enticing visuals of the listed homes.
THE HOOK
The video starts with a burst of vibrant energy. A group of friends enjoys a boat ride, taking a selfie with infectious smiles. This immediately grabs attention and evokes feelings of joy, friendship, and holiday excitement. The subsequent fast-paced montage, featuring breathtaking landscapes, luxurious homes, and thrilling activities, reinforces this initial hook, further drawing the viewer into the world of experiences offered by Airbnb.
WHY IT WORKS
- Emotional Connection: The video excels in tapping into emotions associated with travel, adventure, and creating lasting memories with loved ones.
- Visual Storytelling: The use of stunning visuals, fast cuts, and vibrant colours creates a dynamic and captivating viewing experience.
- Music and Sound Design: The upbeat music track, coupled with natural sounds from the featured locations, enhances the immersive and engaging quality of the video.
TAKEAWAYS
- Emotional resonance is paramount in video marketing.
- High-quality visuals and sound design elevate the viewing experience.
- A strong hook at the start is essential for grabbing and retaining audience attention.
KEY ELEMENTS
This video primarily uses the AIDA framework (Attention, Interest, Desire, Action) and elements of the Storytelling Approach.
- Introduction (hook): The opening scene with friends on a boat serves as the attention-grabbing hook.
- Interest: The montage of beautiful locations and unique homes builds interest by showcasing the variety and quality of Airbnb experiences.
- Desire: The video creates desire by showcasing exciting activities, comfortable accommodations, and the joy of sharing these experiences with loved ones.
- Action: The appearance of the Airbnb logo and the tagline “Salta o frego e vem com a gente!” (Take the leap and come with us!) serves as the call to action, encouraging viewers to explore Airbnb for their next trip.
MAKE IT YOURS
- Showcase Experiences: Instead of travel destinations, showcase how your product or service enhances people’s lives, evokes positive emotions, and solves problems.
- Visual Storytelling: Employ high-quality visuals that are relevant to your target audience, creating a narrative through compelling imagery.
- Target Specific Emotions: Identify the key emotions associated with your brand and craft your video to evoke those feelings.
- Music and Tone: Select music and a voiceover style (if used) that aligns with your brand identity and resonates with your target demographic.
- Clear Call to Action: End the video with a strong call to action, guiding viewers on the next step – whether it’s visiting your website, making a purchase, or learning more.