How do you Airbnb a remote yurt in Mongolia that moves multiple times a year, has no street address, and and is only accessible after a 3 day trek via reindeer? No, this isn’t some horrific future SAT question – this was an actual challenge posed by Airbnb as they searched for the next great adventure travel experience. Thankfully, what3words was the only tech startup in the world capable of answering that challenge. Using their global addressing system that divides earth into 57 trillion 3m x 3m squares, each with its own 3-word address, what3words unlocked an entirely new adventure travel experience for millions of Airbnb users practically overnight.

Now comes Clarity’s (arguably) more difficult challenge: how do you get travel writers, whose technology coverage doesn’t go much deeper than “10 best action cameras for your next vacation,” to care about the deeply technical problem of creating a new, geocoded, addressing system?

While we’d love to say we dropped a bunch of reporters in the woods of Mongolia with food, water and a compass (we’ll do that next time), our strategy for this campaign came down to good, old-fashioned storytelling and a hefty dose of grit.

We saw the Airbnb news not just as an opportunity to tell the story of remote global addressing, but also the explosion of adventure travel across Airbnb, the need for sustainable tourism, and how what3words helped preserve these people’s traditional ways of life. As a result, we garnered attention across travel media, both in the US and internationally.

We also leveraged the Airbnb news to meet with some of the world’s top technology press in different verticals critical to the what3words mission: automotive, smart cities, industrial logistics and more.

Results

The what3words CMO met in-person with 10+ reporters from Travel & Leisure, the New York Times, Popular Science, The Information, and a host of others.
Secured 30+ pieces of international coverage for the Airbnb partnership alone in publications ranging from TechCrunch to Conde Nast Traveler.
Delivered on a secondary goal for what3words of establishing a local footprint in the Bay Area with coverage online and in print in the San Francisco Chronicle

selected press

Aspiring Nomads Can Now Stay with Actual Nomads in Mongolia

Mongolian nomads move every few weeks as part of their traditional lifestyle. Aspiring nomadic travelers like to forsake the idea of a permanent address for the chance to bop around the world with the internet as their main tether to work, family, and community. Now, thanks to a partnership between Airbnb and the London-based tech startup what3words, those two types of nomads can now meet up somewhere on the Mongolian steppe.

You Can Now Book a Stay in the World’s Most Remote Airbnb

Travelers can now spend their days learning the ways of nomadic tribes and families in Mongolia thanks to the opening of the world’s most remote Airbnb. Mongolia’s valleys are home to a large nomadic population who often relocate throughout shifting seasons to feed their livestock. While the tribes are open to engaging with tourists, finding ways to track and pinpoint their location and convey this information to travelers can get difficult, which is why Airbnb has teamed up with what3words to make accessing these remote locations a possibility.

No address on that Mongolian yurt? ‘Human-friendly’ GPS helps you get there

Where in the world are you? The answer could be a street address, or numeric GPS coordinates expressing latitude and longitude. But many locations lack street addresses, and GPS coordinates are long and cumbersome.

What3words entices investment from Sony’s Innovation Fund

A universal system to index the world’s locations might sound ambitious, but that’s exactly what Chris Sheldrick and Cambridge mathematician Mohan Ganesalingam set out to build six years ago with What3words. Their mnemonic alternative to longitude and latitude coordinates consists of 57 trillion three-meter-by-three-meter squares spanning the entire globe, each associated with a unique address made of three words — like ///kicks.mirror.tops (the White House) and ///filled.count.soap (What3words’ London office).

Airbnb uses What3words locations so you'll find your host in a Mongolian forest

A partnership between Airbnb and What3words means you can now use your phone to navigate to a tent deep in the forest of northern Mongolia. What3words gives every 10-foot-square patch of the Earth a three-word label, providing a digital locator not just to homes and businesses but to sites that don't have addresses. For example, the enchanted river at the Jardin d'Acclimitation amusement park, just west of Paris, is purist.decay.spoken.

You'll Need a Reindeer to Get to This Airbnb in Mongolia

This is likely to be one of the most remote—and extreme—Airbnbs in the world. You land in Ulaanbaatar, Mongolia's capital, hop in a propeller plane to the Taiga forest of northern Mongolia, and trade flight for a 4x4 once you arrive at the forest's edge. Then, when the roads disappear, you're met not with horses, but with reindeer, which will cart you three hours to your final destination: an Airbnb tepee with your hosts, Otgonbayar and Zorigt, members of the nomadic Dukha tribe.

What3words divides the world into trillions of 10-foot location squares

What on Earth am I talking about? A more appropriate question would be, "Where on Earth am I talking about?" The three-word codes are a few of the unfathomably many that have been developed by a company called What3words. The company has parceled our home world into 57 trillion 10-foot squares. And as it happens, that's about the same number of unique three-word permutations one can create from a 40,000-word vocabulary in a language such as English. If you'd like to know the three-word code of your favorite destinations, you can look it up in the company's free mobile

more of our work

Loqate

Company Goal: Dominate B2B Location Data

Clarity’s Challenge: Break through Black Friday

Cutting through the noise during the stretch from Black Friday to Cyber Monday is almost as challenging and stressful as actually shopping during that weekend. But, when Loquate challenged the Clarity London team to do just that, we didn’t flinch. Over the course of 2 months leading into Black Friday, Clarity and Loquate developed what would be known as the award-winning “Golden Quarter” campaign. Understanding that media outlets would be cranking out retail analysis articles fast and furious during this weekend, Clarity turned Loquate into *the* go-to resource for any media outlet looking for shopping data and expert analysis.

In addition to creating a series of stories based on PCA’s real-time ecommerce data, the PCA Predict team actually spent Black Friday at the Clarity London offices, which were converted into a non-stop News Room, serving up live data to hundreds of journalists as Black Friday and Cyber Monday evolved.

To say that the Golden Quarter campaign was a success would be an understatement. The fantastic results the team achieved were recognised at group-level and several customers got in touch to request our bespoke data reports, which has supported our sales and customer delivery teams in strengthening key relationships. Not only did we generate wall-to-wall media coverage in the most influential media outlets in the country, but we also saw a 29% increase in new business between October and January when compared to the year before.

Read More...

Owl Labs

Company Goal: Drive sales of the company’s hardware and software through in-depth product campaigns and the release of its annual “State of Remote Work Report”, which became especially relevant during COVID-19.

Clarity’s Challenge: Generate coverage focusing on Owl Labs’ high quality and relevant products and create data reports resulting in tier one stories. The team adapted the media strategy in real-time to make Owl Labs a go-to source during the COVID-19 pandemic.

Owl Labs is a collaborative technology company dedicated to creating a better workplace experience for today’s hybrid workforce of remote and in-office employees. The company’s products include its core 360° conference room camera, The Meeting Owl, use emerging technology such as AI to bring dispersed teams together for better work. While focused on The Meeting Owl line of products, the company is developing advanced software technology to reinvent the conference room ecosystem and make it smart.

Owl Lab’s goals were to drive sales of the company’s hardware and software through in-depth product campaigns and the release of its annual “State of Remote Work Report”, which became especially relevant during COVID-19. Additionally, Clarity was asked to elevate the reputation of CEO Frank Weishaupt as a thought-leader and business leader.

With the increasing worldwide worry and impact around COVID-19, Clarity and Owl Labs were in a great position to show journalists how companies and individuals working remotely can work as effectively as in person communications. Clarity’s challenge was to generate coverage focusing on Owl Labs’ high quality and relevant products and create data reports resulting in tier one stories. The team also adapted the media strategy in real-time to make Owl Labs a go-to source during the COVID-19 pandemic.

Read More...

Face.com

Company Goal: Bring Face Recognition to the masses

Clarity’s Challenge: Put the “Face” in Facebook

These days, we take face recognition for granted, as it does everything from unlocking your phone to helping police find missing persons. Not that long ago, however, mass adoption of face recognition was still locked in the realm of science fiction. Unlocking the potential of this nascent technology was the challenge faced (ahem) by Face.com when they launched back in 2008 with a small team based in Tel Aviv. Another challenge, this time for Clarity: like most great sci-fi technologies, teaching computers how to identify any human, anywhere seemed just as likely to spawn Skynet as the iPhone X.

The team needed a strategy that put a friendly face (ahem again) on a deeply technical product that had just as many potential pitfalls as benefits. Working with Face from the moment they launched to their acquisition by Facebook in 2012, the Bay Area Clarity team developed a strategy that highlighted both the consumer and developer-friendly sides of the company. Primarily, they provided API resources to software developers, large and small, including a variety of programming tools centered on face recognition and face detection. A significant part of our role with Face.com was building out their developer network, from small independent app developers to large multi-national partners such as Intel.

We helped Face.com grow their developer community from an initial node of several hundred people to a community of more than 45,000 active members, through a combination of media outreach, direct messaging, newsletters, events, Hackathons and speaking opportunities.  Face.com grew to be the premier provider of consumer face recognition and detection on the Web.

Whether it was launching direct to consumer products like Photo Finder (to find photos of yourself on Facebook), highlighting odd and attention-grabbing consumer applications from Face users, or putting on amazing parties featuring the vocal stylings of Randi Zuckerberg – Clarity also developed strategies designed to demystify this extremely mysterious tech.

Read More...

Get Some

  • If you're looking for a career with Clarity, you can find out more and submit your CV here.