Analysis Of Airbnb “Live There” Commercial

The main idea of this commercial

The main idea of this campaign is to show their consumer that they can live in the places they visit and experience these places fully through Airbnb. The brand’s newly updated mobile app centers personalization. With its new matching system, the brand can understand their consumer’s preferences and then match them with the homes, neighborhoods, and experiences that will give them the most enjoyable experiences to remember. their new guidebook feature teaches them insights only locals know and will give them insider tips from Airbnb's global community of hosts.

The Audience the brand intended to attract

As Airbnb newly released Trips, they are allowing customers to purchase experience packages. The brand is intended for all travelers and is targeted to travelers who want to experience what it is like to live like locals.

Business problem

Airbnb is trying to stand out from its competitors. As of now, Airbnb faces the problem that consumers are only going to them once every six months when they are looking for a place to stay. The brand intends to become a daily app, where people look for experiences. The brand launched its campaign to generate new leads and inform consumers of their new app. The brand would like to ease away from the “tourist” label. They want their consumer to experience places like locals, not like tourists and they can do this by using their new app.

Strategy to address

Airbnb uses experiential marketing to solve their business problem. They promote experiences on Facebook Live, featuring real hosts, travelers, and trips in unique cities and locations. This helps the consumer understand who they are and what they stand for, ultimately building and establishing a relationship with the brand. Consumers can feel a part of the adventure and want to learn more about the brand and what they have to offer. With their campaign, they use the line “Don’t go to Paris. ” They want consumers to “live” in Paris, even if it is just for the night. They address their problem of not feeling welcomed but allowing travelers to have their own home when they Airbnb.

What does the brand stand for?

Airbnb developed a new mission statement and wanted to share it with their consumers. Their statement is simple, but effective. Airbnb is promoting something much bigger than travel, making people feel like they could belong anywhere. With this statement, they are bringing people together. Airbnb stands for experiences, traveling, and unity. They want to bring people together through unique experiences. They want to make people feel welcome, at home, and alive.

Is this communication in keeping with consumer expectations for the brand?

Yes, this communication is in keeping with consumer expectations for the brand. Consumers use Airbnb because they want to have a different experience than the ordinary traveler. The consumer knows that Airbnb can meet their needs and this new campaign takes everything a step further. With their new features, consumers needs are put first. Consumers can be placed with the perfect host, city, and home based on an algorithm of their preferences. This creates an authentic experience for the traveler.