THE WHOLE WORLD UNDER THE MISTLETOE
| Title | THE WHOLE WORLD UNDER THE MISTLETOE |
| Brand | LOT POLISH AIRLINES |
| Product/Service | CHRISTMAS CAMPAIGN |
| Category |
B01. Use of Social Platforms |
|
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 |
Brief Explanation
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.
Results and Effectiveness
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 Happened in 2014.
The buzz around the campaign generated more than 300 000 euro of free media in total.
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 continued with ads that redirected users to landing page.
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.
Insights, Strategy and the Idea
The target audience was everyone who was under our planes. We created a responsive website that shows the current position of mistletoe and the routes of LOT airplanes combining Google Maps with Live Flight Tracking System technology.
Media plan included Facebook Ad Scheduling option synchronized with airplanes coordinates in live mode.
Each ad displayed information on the area our mistletoe flew over at any moment.
LOT fanpage was actively involved in the entire event, announcing approach of the mistletoe via profiles of cities located on the route of our planes. The campaign was following our airplanes.