| Title | BORED TO BRAZZZIL |
| Brand | DEUTSCHE LUFTHANSA |
| Product/Service | LUFTHANSA |
| Category |
A07. USE OF DIGITAL IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
KOLLE REBBE Hamburg, GERMANY
|
|
Advertising Agency
|
KOLLE REBBE Hamburg, GERMANY
|
Credits
| Fabian Frese |
Kolle Rebbe Gmbh |
Chief Creative Officer |
| Stefan Wübbe |
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 |
| Stefan Witt |
Kolle Rebbe Gmbh |
Account Manager |
| Moritz Dammas |
Kolle Rebbe Gmbh |
Account Manager |
| Ronnie Patt |
Kolle Rebbe Gmbh |
Art Director |
| Holger Diesinger |
Kolle Rebbe Gmbh |
Copywriter |
| Bey Bey Chen Rönz |
Kolle Rebbe Gmbh |
Agency Producer |
| Christine Marie Gardeweg |
Markenfilm Crossing Gmbh |
Production |
| Peer Münster |
Markenfilm Crossing Gmbh |
Producer |
| Artur Boruch |
Markenfilm Crossing Gmbh |
Editor |
| Oliver Kiurina |
Studio Funk Hamburg Gmbh/Co.kg |
Sound Editor |
| Steve Taylor |
|
Voice Over Casefilm |
The Brief
To stand out in an extremely competitive environment at the 2014 World Cup, Lufthansa chose a different approach for its exclusive last-minute ticket to Brazil: the most boring competition since the invention of the internet.
Describe how the promotion developed from concept to implementation
The task itself is quite dull already: simply to be the first to enter the winning code on the microsite. But there is one small catch – Oska the sloth, is covering up the winning code. To see the code, you have to watch Brazil’s national animal in a live stream on the microsite until she finally moves out of the way. That can take some time. In fact, it can take a really long time. In this case: 4 hours, 47 minutes and 3 seconds.
Describe the success of the promotion with both client and consumer including some quantifiable results
With more than 36 minutes, we were over the average dwell time for internet films by far. This was all the more impressive as absolutely nothing happened for hours. More than 18,000 viewers watched the live stream and over 6,000 participants took part in the competition. The rest, unfortunately, fell asleep too early. Even after the competition was over we were still being talked about on Twitter, in blogs and on Lufthansa’s Facebook page, where the competition received enthusiastic comments and posts.
Explain why the method of promotion was most relevant to the product or service
As this was a last-chance opportunity to win a World Cup ticket, the fans were prepared to do almost anything. To find the most dedicated fan worthy of winning this short trip to the World Cup in Brazil, a completely demanding challenge was needed. At the same time it had to be unusual enough to stand out from all the other competitions out there.