New Blood Entry — Playcation
Award: Yellow Pencil
Airbnb / 2024
Problem
88% of Gen Z live in the gaming world. Airbnb wanted to bring them out into the real world.
Solution
Playcation - An in-built Airbnb feature offering gamers customised experience packages that turn their gaming adventures into real life vacations.
Online
Players discover Playcation through QR codes on gaming platforms. On the Airbnb page they receive customised Playcations based on their gaming history. They can then invite friends to the chosen Playcation and together book a real world game-inspired vacation.
Onground
During their trips, geotagged quests offer gamers real world adventures that enrich their vacation.
What did the judges have to say?
Playcation: A stand out. Tapping into existing Gen-Z gaming culture with a solution that transformed existing digital relationships into real life experiences was incredibly smart. Airbnb's role in that was clear and the solution was ownable to the brand. The effort put into execution and integration with other gaming platforms was the thing that helped push it above the rest.
Huei Yin Wong, Senior Art Director, Clemenger BBDO Melbourne
It covers all the aspects of becoming a yellow pencil. The idea was great, it was easy to understand and the execution was so good.
Paco Fernández, Design Director, Hanzo
Taken from recording - 'A well thought out user experience existing within the airbnb ecosystem, and this entry just really tapped into a new way to look at travelling and see it through the lens of gaming. Gaming can open up new worlds for people, and this has been done in a clever way to translate the exploration and discovery of digital spaces to the real world'
Ryan Sherman, Freelance Creative Director, Google