Home Away, the home rental service, is out with a new campaign that plays on gross, awkward moments as a way to set itself aside from competitors.
The new campaign, “It’s Your Vacation, Why Share it” takes aim at rival Airbnb, without saying so. Home Away offers renters homes to themselves, while Airbnb offers rentals that can both be shared with the homeowner or not.
The campaign includes 15- and 30-second television spots, a 60-second version on YouTube, as well as email and social media marketing.
To get its point across, in one video, a home owner clips his nails as the renters sit nearby cringing on the couch. Another homeowner watches a couple sleeping. You get the idea.
HomeAway’s chief marketing officer, Mariano Dima, comments on the campaign in this NY Times article.
Watch the video: