Earnest Labs hosted the inaugural Brief Encounter. On offer was some wine, some cheese, and the chance to flex that big juicy creative muscle by tacking a brief on how to get more businesses to use Airbnb accommodation on their business trips.

2. A recap
We all get together, have
some drinks and compete
to solve a fictional brief –
against the clock.

3. What happened?
6:00 – 6:30pm
Brief - including background information on
the company and challenge - with wine, cheese
and meats. Names drawn from a hat.
6:30 – 8:30pm
Teams split up into different meeting rooms
armed with sharpies and pads.
8:30 – 9:30pm
Teams presented back their ideas.

4. The brief
Airb2b – Making Airbnb
the executive’s choice
The brief

5. Airbnb is an online rental marketplace
for short and long-term lodging.
The company is known for connecting hosts
and travellers, and has created a name
for itself in the holiday market. However,
they also offer short-term lets for business
travellers - and they’d like to increase
awareness of this part of their service.

6. Team one started by
asking the question
‘why not a hotel?’
It was decided that the main
advantage of Airbnb rentals
over hotels was that they
provided home comforts
after a long work day. With
this in mind, team one
moved forward with the
proposition feel at home.
Team one response

7. Team one example creative

8. Further thinking - PR idea
Team one had an idea to generate conversation and
column inches about the comfort and character of Airbnb
Business rentals, demonstrating the way they can
really feel like a home from home. For one unsuspecting
business customer, Airbnb would ship out some personal
items to add to the enjoyment of their stay.
As well as leaving a copy of their favourite album, their
duvet cover and their slippers for them in the apartment
after their day’s work, their family would then turn up
at the door!

9. Team two response
Team two attacked the brief
by deciding on an audience
of Tech, Media and Telecoms
companies.
Understanding that
these creatively-minded
organisations might want
more from their business
accommodation, team two
settled on a proposition of
business travel you’d want
to brag about.

10. Team two example creative

11. Team two example creative

12. To placate any concerns about Airbnb for
business, team two proposed using a concierge-
like intermediary.
This person would be a local to the area - being
available to answer questions before the trip, give
advice, and even meet and greet at the airport.
Team two dubbed this helping hand, your ‘Go-fer’
(to help customers “go for this, go for that”).
Further thinking - The Go-fer

13. Team three response
Team three threw everything
at the brief and came away
with multiple routes in.
The idea that they led with
challenged businesses to
ask themselves: what sort
of business are you?

14. Team three
example creative
Team three’s creative
asked businesses to make
a decision about who
they really were. Are you
following the crowd or
leading the pack?

15. Further thinking - Landing page
Team three proposed a
modular landing page,
in the style of Spotify,
grouping properties
available for rent into
packages that fitted with
the style and requirements
of a business.
This site design would
push home the “What
sort of business are you?”
proposition, emphasising
the variety and flexibility
of the accomomodation.

16. Expect the unexpected
@EarnestAgency #BriefEncounter