Title	IS THAT ART?
Brand	EUROWINGS
Product/Service	EUROWINGS FLIGHTS FROM DÜSSELDORF TO ZÜRICH
Entrant	ADD2 Duesseldorf, GERMANY
Idea Creation	LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
Media Placement	INITIATIVE MEDIA Hamburg, GERMANY
Media Placement 2	ADD2 Duesseldorf, GERMANY
Additional Company	EVENTSURE Cologne, GERMANY

Name	Company	Position
Kevin Blättermann	add2 GmbH	Digital Art Director
Christina Gärtner	add2 GmbH	Project Manager
Daniel Burchard	add2 GmbH	Head of Ad Development
Lisa Aistermann	add2 GmbH	Junior Art Director Digital
Marco Steinbach	add2 GmbH	Junior Art Director Digital

The Campaign

In the second week of April, Dusseldorf citizens could be seen looking in amazement at the huge golden picture frames that the Eurowings promotional team had placed at varying locations throughout Dusseldorf. But that’s not all: Many passers-by then used their smartphones to photograph everyday objects that they consider as art: whether a rusty bike, elaborate graffiti or the new subway stations of the Wehrhahn Line - the sky was the limit. The artistic photos could then be uploaded to the “art gallery” on the appropriate landing page and admired. The uploaded works of art were also displayed on large info screens in Dusseldorf subway stations and presented to the public there. A short trip to Zurich with Eurowings was awarded for the three best photos.

Creative Execution

Picture frame: A promotional team moved throughout Dusseldorf with a huge picture frame, placing it in front of everyday objects. Passers-by were asked whether they considered this to be art – and encouraged to participate in the photo competition by staging everyday objects themselves. The photos could be uploaded on the landing page and shared on social networks. Paintbrush: A six-meter-high paintbrush was placed in the water trench of Königsallee in Dusseldorf so that its tip dipped into the water. A button with an action message about the Zurich campaign was attached to the handle of the paintbrush. DOOH: Two spots were produced for the campaign. In the second week, the picture frame photo competition was linked to the spot circuit and three current photos by participants were integrated into the spot. Infoscreens in Dusseldorf subway stations that had been equipped with a live DOOH interface then displayed best photos.

DOOH: the entire campaign generated about 900,000 gross contacts, of which about 500,000 for the “Is that art?” action Campaign action “Is that art?”: 260 participants | 337 uploads Landing page: 6,000 views Social media: 80 shares on Facebook and Pinterest Level of bookings for Dusseldorf to Zurich: Compared with last year, 13% more seats were sold during the campaign. Even recorded: a slight increase in the two weeks following the campaign. 7.3% more seats sold compared with last year. Positive conclusion by our customer: “Eurowings has increased capacity on the Dusseldorf to Zurich route since April, meaning that more seats have been available since then. The guerrilla actions ensured a high level of attention. The photo competition was very popular. Our expectations were met. Overall we can report positive results. The thematic focus on “art” and the low-priced Eurowings flight routes were connected to each other very well.”

It was a cross-media digital campaign uniting several channels: ambient marketing/guerrilla promotion (live action “Is that art?” with picture frames and flyers and paintbrush action), mega light boards (out-of-home), info screens in subway stations (digital out-of-home) with live DOOH interface, social media integration (Facebook and Pinterest) and a landing page for the action (Internet). The campaign was accompanied by the Eurowings newsletter and a full-page print ad in the in-flight magazine “Wings”. Eurowings was the first advertiser that managed to broadcast interactive content live on info screens!

The “Is that art?” action was part of a 2-week out-of-home campaign to promote Zurich as a destination in Dusseldorf. In the first week, flights with Eurowings to Zurich were promoted on mega light columns and info screen surfaces. In an additional guerrilla action, a six-foot tall paintbrush was placed in the Düsseldorf Kö-Graben (water trench along the main Dusseldorf shopping street) on Königsallee to artistically draw attention to the destination of Zurich. In the second week, the campaign switched over to the guerrilla and join-in action “Is that art?”, which was supported by 14 info screen surfaces as well as guerrilla promotions, a landing page and social media. The objective (consisting of two phases) was to first promote Zurich as a destination and then actively integrate potential customers into the campaign.