The Challenge:

Regulatory Pressure
Airbnb facing tightening short-stay regulations across Australia.

Public Scrutiny
Growing backlash linking Airbnb to housing shortages.

Brand Relevance
Needed positive cultural relevance in a hostile climate.

Australia-Specific Appeal
Campaign had to emotionally connect with Australians using a hyper-specific local pastime.

The Solution:

Experience-Led Activation
A once in a lifetime stay at the WACA tied to The Ashes Test.

Cultural Storytelling
Used cricket because it is a deeply Australian pastime.

Aerial Media Expertise
Lucid Creative brought in for high-impact aerial storytelling.

Creative Differentiation
Added an aerial layer no other production team could deliver.

156,000

Views
Outperformed most Airbnb content despite a hyper-niche subject.

2,497

Likes
Strong engagement for a brand commercial.

521

Shares
High cultural relevance and virality.

115

Comments
Strong audience interaction.

Earned Media
Featured by Boss Hunting, Urban List, and The West Australian.

Category Outperformance
One of Airbnb’s most popular commercials for a niche activation.