Don’t Go There. Live There.

This, single, universal idea was a global rallying cry that challenged adventurous audiences all over the world to quit the tour groups and experience the world like locals, in a way that could only be done by staying on Airbnb.

It encouraged people to instead LIVE THERE —to stay in a house outside of traditional tourist zones and revel in the authentic experiences they unlocked: trying new foods, exploring local neighborhoods and meeting new host friends.

The first major wave of our global, integrated campaign ran between April and July 2016 in the US, UK, DE, FR, AU, KR and CN. The campaign met travelers across multiple touchpoints. 60, :30 and :15 second spots that ran across TV and OLV opened with a provocation: “Don’t go to Paris,” “Don’t go to LA,” “Don’t go to Tokyo.” Opening shots featured scenes of conventional modern travel, including crowds, selfie sticks and monuments that were leaving our targets feeling stressed and unfulfilled.

In each market, Print and OOH introduced the brand, featuring real moments of living that only happen when you feel truly at home. Social units on Facebook, Instagram and Pinterest featured unique guides that offered travelers tips from locals on how to “live there” in major tourist hot spots. First-of-its-kind split-screen 3D cinema technology juxtaposed living there and touring in the US, UK and AU.

Surpassed almost all annual awareness goals globally – by mid-year. Our single, resonant message allowed us to surpass our goals so much so that we broke through our ANNUAL goals in 4 of 7 markets by mid-year, and created a 15% global increase in awareness.

The biggest consideration increase in Airbnb’s history The campaign delivered the biggest consideration in any three-month period in Airbnb’s history. At a 7% global average increase in awareness, we more than doubled past campaign averages.

A lasting impact on brand and product. CEO Brian Chesky championed “Live There” as a guiding principle in the brand’s future. In 2017, “Live There” continues to have an enduring impact on the brand and product.

Live There was Airbnb’s most successful campaign to date. A new global audience of travelers accepted our challenge and learned what it means to LIVE THERE. Even if it’s just for a night.