| Title | FANHANSA SIEGERFLIEGER |
| Brand | DEUTSCHE LUFTHANSA |
| Product/Service | LUFTHANSA |
| Category |
A05. USE OF AMBIENT MEDIA: LARGE SCALE |
|
Entrant Company
|
KOLLE REBBE Hamburg, GERMANY
|
|
Advertising Agency
|
KOLLE REBBE Hamburg, GERMANY
|
Credits
| Fabian Frese |
Kolle Rebbe Gmbh |
Chief Creative Officer |
| Christian Kroll |
Kolle Rebbe Gmbh |
Unit Creative Director |
| Jens Theil |
Kolle Rebbe Gmbh |
Unit Creative Director |
| Matthias Erb |
Kolle Rebbe Gmbh |
Unit Creative Director |
| Katharina Jung |
Kolle Rebbe Gmbh |
Account Director |
| Pea Krüger |
Kolle Rebbe Gmbh |
Account Manager |
| Ronnie Patt |
Kolle Rebbe Gmbh |
Art Director/Copywriting |
| Holger Diesinger |
Kolle Rebbe Gmbh |
Copywriter |
| Oliver Kiurina |
Studio Funk Hamburg Gmbh/Co.kg |
Sound Editor |
Results and Effectiveness
The name of the plane, the “Siegerflieger”, became synonymous with the homecoming of the World Cup heroes. The worldwide media picked up on the name and used it in their reports, resulting in 100,000,000 media impressions and making #siegerflieger a Twitter trending topic. The plane became a cult object for aviation fans. As well as being available as a model kit, at the request of fans, it will continue to fly until the European Championships in 2016. All of this was accomplished with a simple sticker costing just 3,500 euros.
Creative Execution
The return of the German national team as the World Cup champions was the most important homecoming of 2014. All of Germany experienced it via television, radio, online streaming, Facebook and Twitter or on location at the fan party in Berlin. TV stations broadcasted the team’s arrival in special programmes and newspapers reported in live tickers.
Shortly after the final whistle of the match, for the first time in Lufthansa’s history, it rebranded the logo on the aircraft carrying the national team with the words “Siegerflieger” (Aircraft of the winners). As if that wasn’t enough, as a gesture to the fans, the plane flew an honorary pass over Berlin’s fan mile. A special permit was granted for the air space over Berlin.
Insights, Strategy and the Idea
Lufthansa is the official airline carrier of the German national football team. After the World Cup victory in Brazil, on behalf of the airline and the fans, Lufthansa wanted to thank the team for a fantastic World Cup with a grand gesture. As there wasn’t much time and money, Lufthansa decided to take what was there: the airplane of the team.