AIRBNB: Live There

86 percent of Airbnb users pick the platform because they want to live more like a local. That insight of living rather than visiting inspired the largest marketing campaign for Airbnb and its now infamous tag line: “Live There.” The campaign was a whirlwind of strategy, creative and production powerhouses coming together to launch an anthem spot, a number of product spots, social content, digital and interactive work, print and OOH in various markets across the US, South America, Europe and Asia.

Don’t Go There. Live There became the most successful campaign in Airbnb’s history. Awareness lifted at 2 x its goal, along with the most significant 6-month increase in consideration in Airbnb’s history. It’s how Airbnb scaled its business without losing its soul. And along the way, we managed to secure:

2017 Effies / Global
2017 Effies / North America