Airbnb
Don't Go There. Live There

Issue

Airbnb had to scale its business - reach beyond its millennial core to a broader audience, accustomed to the amenities and security of traditional hotels, skeptical of Airbnb. 

Idea

We changed the script by tapping into the desire for unique and authentic experiences. We challenged how people were traveling and pushed against mass tourism to make them understand the true value of staying in an Airbnb (to be part of a neighborhood and feel like a local, not a tourist). 

Impact

'Don't Go There. Live There' became the most successful campaign in Airbnb's history. Around the world, this campaign was activated in every medium imaginable. Awareness lifted at 2x its goal, along with the most significant 6-month increase in consideration. It's how Airbnb scaled its business without losing its soul. 

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