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Airbnb
"Don't Go There, Live There"

RAN IN: United States

CLIENT
Airbnb Inc.

Nancy King, Global Brand Strategy Lead
Marion Link, Senior Global Marketing Manager
Peter Giorgi, Head Of Advertising
Jonathan Mildenhall, Chief Marketing Officer

AGENCY
TBWA\Chiat\Day Los Angeles *Lead Agency

Brent Anderson, Chief Creative Officer
Kelly Lee, Managing Director
Jennifer Costello, Planning Director
Brooke Lonegan, Senior Planner


Starcom *Lead Agency

Tony Medio, Global Associate Director
Jillian Mansheim, Global Associate Director


SUMMARY

Seemingly capped out with the cool kids and faced with declining awareness growth, Airbnb had to reach beyond its millennial core to a broader audience. This one was accustomed to the amenities and security of traditional hotels, skeptical of Airbnb. By directly challenging how they were traveling, Dont Go There. Live There became the most successful campaign in Airbnbs history. Awareness lifted at 2x 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.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: BRANDED CONTENT;CINEMA;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Podcasts;Video Skins/Bugs;MOBILE/TABLET;Display Ad (Mobile/Tablet);In-App or In-Game Ad;Messaging/Editorial/Content;OOH;Billboard;Transit;PR;PRINT;Magazine - Print;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;SPONSORSHIP;TV;Sponsorship (TV);Spots (TV)

Audience: Families

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English