IPM COGS AWARDS 2018
GOLD: AIRBNB ‘NIGHT AT’

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IPM COGS Awards 2018 - the team picking up their Gold Award for Airbnb 'Night At'

We’ve set a high bar for ourselves at the IPM COGS Awards over the last couple of years. After another year of intense effort and boundless creativity, our Prize-Promotions team went into this year’s awards hopeful they wouldn’t be walking down the famous St. Pancras Renaissance staircase empty-handed.

After much anticipation, the big day finally dawned. With four Black Tomato Agency promotional campaigns making the shortlist and in with a chance of topping the ‘Prize, Incentive & Reward’ category, the ‘triple treble’ was still a possibility.

With competition fiercer than ever before, to say we were delighted to scoop both Gold and Bronze awards is an understatement. It’s a testament to the team’s impressive commitment to every brief that comes through the door and their relentless desire to produce the most unique and engaging prizes campaigns out there.

Despite his protestations and glum face (in the photos), Andrew didn’t need much persuading to take centre stage as the team struck a pose on the St Pancras Renaissance stairs, before running hand-in-hand out of the hotel doors and onto a waiting bus*.

*A working knowledge of the Spice Girls’ ‘Wannabe’ video will help you visualise this part.


IPM COGS Gold Award: Airbnb – Night At

Airbnb is, arguably, the creator and defining brand of the sharing economy. It is now bigger than the world’s top five hotel brands combined. They are a behemoth of the travel and experience industry.

‘Night At’ was created by Airbnb to highlight the endless possibilities offered by their accommodation. Partnering with the BBC and Alucia Productions, we were asked to deliver their latest once-in-a-lifetime travel experience.

From managing the competition entry process to selecting winners and working alongside the BBC, Alucia and Airbnb to manage and fulfil the entire experience for each winner on the ground… and under the sea.

Open to 13 markets worldwide, the aim of the campaign was to drive awareness of Airbnb through the opportunity to win a ‘Night At’ the Alucia, the research vessel used to create the global hit TV show, Blue Planet II.

From the tone of voice in all communications and bespoke winners’ documents through to the branded travel app, we remained true to the brand throughout.

The three winners were even offered the opportunity to dive with the team in their submarine, which led to an unforgettable marriage proposal 20,000 leagues under the sea!


The Feedback

Prize Winner feedback (the one who proposed in the submarine):
It was AMAZING!!! Airbnb, the Alucia, the submarines; all incredible. It was a trip of a lifetime. If there is any way we could make our honeymoon as amazing as the proposal trip, that would be incredible.

BBC Project Director comments:
The Airbnb and Blue Planet II partnership created a once-in-a-lifetime opportunity for three prize winners. Black Tomato Agency ran an extensive global competition with complex prize terms and delivered a superb prize fulfilment process so that our winners had an unforgettable experience. They were prompt, helpful and experts. We couldn’t have done it without them

IPM COGS Judges’ Chair’s comments:
This entry executed a multilingual and complex set of terms and matched a very disruptive brand with equally disruptive prizing. We wanted to win that prize!

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