The brief:

Accelerate the growth of quality, non-hotel accommodation in key strategic geographies.

Or in other words, how do we out-Airbnb Airbnb?

The thought:

Airbnb is the go-to choice for listing your property. We can’t deny it so we decided to own our number two status and make sure people knew there was another option – one that has more website visits and more people frequently returning to book their accommodation compared to those other lot.

Airbnb might be where you start; but Booking.com is where you’ll scale.

Throughout this bold, provocative campaign, we knowingly poke fun at ourselves – making a virtue of the fact that we’re not the number one choice, and using it to raise awareness of all the reasons why we should be.

Repositioning Plan B as no longer the back up option, but the superior choice.