Live There - Airbnb 2017
“Don’t go there,
live there”
In an effort to expand Airbnb’s appeal to mainstream travelers without losing our soul, we needed to address declining awareness growth rates by reaching beyond our millennial core to a broader, more skeptical audience, accustomed to the amenities and security of traditional hotels while traveling. The idea? Position Airbnb as the antidote to soulless, mainstream mass travel.
Local success
We ran the global campaign both transcreated & locally optimized across contextual media buys, and custom experiential and social activations in Paris, Berlin and London.
The EMEA part of this global integrated campaign contributed to an increase in awareness of 13% globally, Germany + 17%, France +13%, UK +8%, and was awarded an Effie for campaign effectiveness.
Effie / Gold / Travel & Tourism / Global / 2017