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A Night At...The Louvre

    Amplify + Airbnb turn the world’s most iconic museum into a once-in-a-lifetime cultural experience...

    Awards

    Campaign
    Top global live experiences
    The Drum
    Grand Prix

    Gold:
    Innovative Experience
    Digital + Social Experience
    Brand Activation as part of an Integrated Campaign
    Best Press Stunt

    Challenge

    How do you celebrate Airbnb’s partnership with the Louvre, connect with a new audience and turn a world-famous destination into a private home for just one night? You design a campaign that gets the world talking about an unforgettable money-can’t-buy sleepover.

    Insight + Strategy

    People want money can’t buy experiences, and the 30th anniversary of the Louvre Pyramid provided the perfect chance to team up with Airbnb and transform an iconic destination into an intimate home for just one night that set the world talking.

    To deliver a concept and campaign that brought together and complemented both Airbnb and the Louvre we needed to create a content-led campaign to raise awareness of the Airbnb partnership and Night At… event globally to drive sign-ups and traffic.

    • An iconic bedroom for
an iconic destination.

    Solution

    Night at...The Louvre

    A content-led campaign that gave two lucky winners the opportunity to spend an evening as the only guests at the Louvre. We built a series of unique sets that transformed the home of the world’s most famous art into a perfect home-from-home.

    To support the launch of Airbnb’s epic staycation, drive excitement and encourage entries to the competition, we created a fully integrated campaign across 16+ territories – including OOH, print, PR, digital, social media and a 40” short film teasing the guest experience.

    Starting their evening sipping ‘Drinks with Mona Lisa’, our winners enjoyed a few cocktails up close and personal with that famous smile, before embarking on ‘Dinner with Venus’ and a gastronomic delight inspired by Aphrodite. The night ended with ‘Sound at Napoleon’s’ and an acoustic performance by French artist Sarah Jeanne Ziegler inside the Napoleon III apartment.

    But no trip to the Louvre would be complete without stepping into the iconic Pyramid. So to make it a truly one-of-a-kind stay, we built a pyramid-shaped bedroom within the Pyramid to let our guests sleep under the stars in style.

    • Sharing a story with the world’s most famous smile.

    Results

    Exceeding all previous benchmarks, the Louvre became Airbnb’s most successful ‘Night At…’ instalment yet with over 182k entries.

    • The perfect spot for a night cap with Napoleon.

    • A FOMO-triggering travel experience.

      • 5.9m

        YouTube video completions

      • 1.5m

        Website views

      • 182k

        Entries

      • 471k

        Snapchat swipe-ups

      • 2700

        Global PR broadcasts

      • 90

        Countries reached

    Brand Experience Agency of the Decade