1. Concept of "Live There": The central theme of the campaign was the concept of "Live There." Airbnb aimed to convey the idea that when travelers use its platform, they have the opportunity to experience a destination through the eyes of locals rather than as traditional tourists.

2. Authenticity and Local Experiences: "Live There" emphasized the authenticity of travel experiences. It encouraged travelers to rent accommodations in residential neighborhoods, stay in unique and non-traditional spaces (such as treehouses or houseboats), and engage with local hosts who could provide insider tips and recommendations.

3. Storytelling: The campaign featured various video advertisements and stories that showcased Airbnb hosts and guests sharing their experiences. These stories aimed to illustrate the depth of cultural immersion and personal connections that can be formed through Airbnb.

4. Global Perspective: "Live There" was a global campaign, and Airbnb featured hosts and travelers from around the world, highlighting the diverse range of destinations and accommodations available on the platform.

5. Digital and Social Media: The campaign was promoted across various digital and social media platforms. Airbnb utilized visually appealing content, including images and videos, to engage with its audience and encourage them to explore destinations differently.

6. Cultural Sensitivity: Airbnb recognized the importance of cultural sensitivity in its campaign. It encouraged hosts and guests to respect local customs and traditions and promoted responsible travel.

7. Community and Connection: "Live There" reinforced the idea that Airbnb fosters connections between hosts and guests. It highlighted the role of hosts as local guides and ambassadors for their cities or regions.

8. Impact on Brand Identity: The "Live There" campaign was part of Airbnb's broader strategy to redefine its brand identity from just a lodging platform to a provider of unique travel experiences. It reflected the company's vision for the future of travel.

9. Challenges and Controversies: While the campaign received praise for its innovative approach, it also faced challenges and controversies related to regulatory issues, particularly in cities where short-term rentals faced legal scrutiny.