THE WHOLE WORLD UNDER THE MISTLETOE
| Title | THE WHOLE WORLD UNDER THE MISTLETOE |
| Brand | LOT POLISH AIRLINES |
| Product/Service | CHRISTMAS CAMPAIGN |
| Category |
F02. Response/Real-Time Activity (incl. Crowdsourcing) |
|
Entrant Company
|
DDB & TRIBAL Warsaw, POLAND
|
|
Advertising Agency
|
DDB & TRIBAL Warsaw, POLAND
|
|
Media Agency
|
DDC MEDIA Warsaw, POLAND
|
Credits
| MARCIN MROSZCZAK |
DDB/Tribal Warszawa |
Chief Creative Officer |
| MACIEJ WALIGÓRA |
DDB/Tribal Warszawa |
Executive Creative Director |
| ZUZANNA DUCHNIEWSKA-SOBCZAK |
DDB/Tribal Warszawa |
Executive Creative Director |
| MARIUSZ SĘPEK |
DDB/Tribal Warszawa |
Art Director |
| KRZYSZTOF MIELCAREK |
DDB/Tribal Warszawa |
Copywriter |
| TYTUS KLEPACZ |
DDB/Tribal Warszawa |
Digital Creative Director |
| GOSIA CHUDY |
DDB/Tribal Warszawa |
Account Director |
| KASIA SEYFRIED |
DDB/Tribal Warszawa |
Head of Creative Solutions |
| DAMIAN KITOWSKI |
DDB/Tribal Warszawa |
Social Media Specialist |
| KRYSTIAN ŚCIGALSKI |
freelancer |
Illustrator |
| KRZYSZTOF KALBARCZYK |
Happy Endians |
Motion Designer |
| ANIA ANDRZEJEWSKA |
DDB/Tribal Warszawa |
Strategic Planner |
| MAGDALENA DOBISZEWSKA |
DDB/Tribal Warszawa |
Art Buyer |
| JULEK KERNBACH |
freelancer |
Director/DOP |
| SZYMON PEPLIŃSKI |
DDB/Tribal Warszawa |
CTO/Head of Creative Technology |
| KRZYSZTOF DĘBSKI |
DDC Media |
Interactive Media Manager |
| ŁUKASZ TURKOWSKI |
DDC Media |
Interactive Media Planner |
| KUBA PRZESZŁOWSKI |
DDB/Tribal Warszawa |
Interactive Art Director |
Creative Execution
We decided to use Facebook Ads bought in performance model to get best results. We used post boosting with video to create reach, post boosting with pictures of airplane crew to create engagement among fans of LOT and people traveling with airlines from Poland. Then we continuedwith ads that redirected users to landingpage. We set up a campaign targeted to Facebook's users who are living in cities on a route of aircraft. We scheduled campaign so that personalized and targeted ads were displayed at the moment when the plane was above specific city.
We got lots of positive comments, likes and shares in social media from all around the world. We got many publications on blogs and websites.
Our campaign was a topic in the news in Polish television during prime time before christmas and one of most popular radio stations.
The BuzzFeed portal ranked the campaign on the list of 11 Awesome Polish Things that Happenedin 2014. The buzz around the campaign generated more than 300 000 euro of free media in total.
Our objective was to create an image campaign for LOT Polish Airlines for upcoming Christmas. The target was... everybody. Every christmas LOT brings people together. This year we wanted to bring together people all around the world. We've hanged mistletoe above our whole planet. We've put branch of this magic plant in every one of LOT airplanes. By that we gave a good reason to kiss to people all around the world.