How to Write a Great Ad Hook FT. Airbnb
I came across a simple, subtle and sexy OOH campaign from AirBnB to promote their categories feature.
I was lucky enough to find the copywriter for the same: Elizabeth Bassett
The reason they caught my attention is that these hooks are just simple words, but set in a great context.
They’re witty, relatable and instantly attention grabbing.
Let me show you a few examples…
Example 1
Motor homes that you don’t want to move?
Well, that hook hits right home.
Example 2
The weirdest looking BnBs in remote locations deserve a hook that feels like aliens are saying hi, so the word Greetings makes a lot of sense.
Example 3
Side of ranch works as a double meaning joke.
It combines the duality of a farm ranch and a food dressing popular in the US.
Example 4
Who needs a fancy moon roof when you can have no roof and all moon from a great place to stay in!?
Example 5
Night Light could mean something totally different when you’re BnBing the Aurora circuit.
Example 6
“Read the room” is a popular phrase used in a literal setting here.
Here it shows a BnB listing in the creative category with actual books you can read.
Otherwise it also means reading the vibe and emotion of the room.
Example 7
Literal cliffhanging BnBs for those who like to stay on the edge.
Remember, the first and foremost job of a hook is to grab attention.
And it holds attention via context, entertainment, information and relevancy.
Don’t clickbait. Think better.
Which one is your favourite Hook from this campaign?
Let me know in the comments!
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