HomeAway, Inc. is the world’s leading online marketplace for the rental of of holiday homes.
The company wants to strengthen its presence in the cities, enlarging the number of house owners who choose to rent their properties through the website, and Rome has been chosen as a pilot. The goal of the operation is to generate buzz and awareness of the brand in a series of targeted Roman neighbourhoods. To do so, we planned a guerrilla activation with several promoters taking over the city’s ancient streets, giving away flyers with a discount coupon for those who bring a friend into the online renting circuit.