Illatos út Dogs home in Budapest are constantly facing a lack of space. Sadly dog adoption is not popular in Hungary. So, in 2016 Erste Bank teamed up with Airbnb owners to change this.

Home wanted, the world’s first Airbnb campaign for dogs: using an online platform which is all about apartment sharing to find adopters for homeless dogs.

Erste Bank teamed up with owners of luxury apartments from Airbnb who offered their properties to be the hosts to the campaign. We altered the Airbnb profiles with pictures of the Illatos út dogs and offered the apartments at an unbelievable 9 Euros/night. Those who adopted a dog could start their new life together in an Airbnb apartment.

In just a few weeks we managed to make the media bite on the topic. Erste Bank’s Home campaign became the headliner on major online news portals and even featured in the evening news of the most popular commercial TV channel in Hungary. People from Hungary and all over the world responded to the Airbnb ads and wanted to adopt the dogs feautured on the Airbnb profiles. By the end of the campaign 50% of the dogs left Illatos út and found a new home.

A huge number of articles have been published about the campaign in the online as well as in the offline media generating a lot of earned media. The Home wanted project appeared even in the evening news and also in the print version of one of the biggest daily newspaper.

At least 1 Million people viewed the report in the evening news aired on RTL Klub.

The print article has reached around 48 000 people.

On social media platforms our message reached 700K people.

All in all our campaign reached 1.7 million people in a country of 9.8 million people and 50 % of the dogs left Illatos út by the end of our one month campaign.