| Title | TRAVEL COMPASS |
| Brand | DEUTSCHE LUFTHANSA |
| Product/Service | AIRLINE |
| Category |
B05. Use of Ambient Media: Large Scale |
|
Entrant
|
KOLLE REBBE Hamburg, GERMANY
|
|
Idea Creation
|
KOLLE REBBE Hamburg, GERMANY
|
|
Production
|
VIRUS Hamburg, GERMANY
|
|
Additional Company
|
3SPIN Darmstadt, GERMANY
|
|
Additional Company 2
|
INFECTED POSTPRODUCTION Hamburg, GERMANY
|
|
Additional Company 3
|
LIGANOVA Stuttgart, GERMANY
|
|
Additional Company 4
|
NEULANDHERZER Frankfurt am Main, GERMANY
|
Credits
| Fabian Frese |
Kolle Rebbe GmbH |
Chief Creative Officer |
| Christian Kroll |
Kolle Rebbe GmbH |
Group Creative Director |
| Björn Neugebauer |
Kolle Rebbe GmbH |
Creative Director |
| Oleg Friesen |
Kolle Rebbe GmbH |
Creative Director |
| Alena Serhatlic |
Kolle Rebbe GmbH |
Creative Director |
| Maaike-Helena Hazen |
Kolle Rebbe GmbH |
Graphic Designer |
| Vera Hemmer |
Kolle Rebbe GmbH |
Graphic Designer |
| Katharina Jung |
Kolle Rebbe GmbH |
Account Supervisor |
| Nina Frank |
Kolle Rebbe GmbH |
Account Manager |
| Alexander Schillinsky |
Kolle Rebbe GmbH |
Agency Producer |
| Stephan Gerlach |
Kolle Rebbe GmbH |
Production Manager |
| Andreas Gröger |
Kolle Rebbe GmbH |
Online Concept |
| Nicole Feldmann |
Kolle Rebbe GmbH |
Art Director |
| Danny Fröhlich |
Kolle Rebbe GmbH |
Copywriter |
| Philip Platz |
Kolle Rebbe GmbH |
Copywriter |
| Dennis Ruhnau |
Kolle Rebbe GmbH |
Copywriter |
| Navid Shahabi |
Kolle Rebbe GmbH |
Online Art Director |
| Thomas Poursanidis |
3Spin |
Creative Director |
| Thomas Hoger |
3Spin |
Account Management |
| Oliver Göck |
3Spin |
Account Manager |
| Christine Coenen |
3Spin |
VR Developement |
| Sebastian Telschow |
3Spin |
VR Developement |
| Andreas Herbig |
3Spin |
Technical Developement |
| Christoph Manschitz |
3Spin |
Technical Developement |
| Jonas Schönstein |
3Spin |
Camera |
The Campaign
The desire to travel can be kindled with inspiration and excitement. That’s why Lufthansa created an entertaining brand experience and invented a new medium: the Lufthansa Travel Compass – the first digital poster that enables you to travel with a simple turn of your hand. The interactive outdoor screen can be turned like a compass and displays different travel destinations in Asia and the USA. When the screen is touched, the destinations come to life as interactive 360° videos, enabling pedestrians in the heart of Berlin and Hamburg to travel to their dream destination and explore it as if they were there.
Campaign Success
In November and December 2015 it was finally time: the Lufthansa Travel Compass took sun-starved pedestrians in Berlin’s Potsdamer Platz and the heart of Hamburg on a virtual journey. The revolving digital poster enabled them to explore six of the world's most exciting far-away destinations. Rotation sensors in the outdoor screen recognise the direction in which the compass is moved and then display the corresponding destination as an interactive 360° video. By turning the poster, users can then explore the destination as if they were there. As part of an integrated campaign concept, the videos were also used on the web and social media, generating a high level of interest in 360° YouTube Videos, 360° facebook Videos and in 360° banners. Thanks to this new technology, people can experience their dream destination and see with their own eyes how amazing it would be to go there.
Describe the success of the promotion with both client and consumer including some quantifiable results
During the promotional period the Travel Compass was turned 6,733 times. That means 6,733 people went on a virtual journey. These contacts are especially important, as the users are interacting intensively with the brand for several minutes. Added to this are the spectators and accompanying friends or family who also share in the experience. At the same time, the fascinating 360° content was published on the social web, where the campaign attracted thousands of views, likes, shares and comments. The Travel Compass became an engaging and entertaining Lufthansa experience: move it for a moving experience!
Explain why the method of promotion was most relevant to the product or service
The Travel Compass is a surprising Lufthansa experience in a completely new immersive format: it takes you on a virtual journey before you even step on the plane. The inspiring interactive concept enables you to explore far-away destinations. Afterwards you only want to do one thing: go there and experience it for real!
In Germany the ideal time for sparking the desire to travel is autumn. The rain and cold weather make people dream of sunny far-away destinations. Lufthansa responded to this yearning with the Travel Compass: the digital poster visually invites people to travel with it. They can escape the rainy chill within just a few seconds and embark on a journey to idyllic dream destinations. The motivation to turn the virtual journey into a real trip afterwards couldn’t be greater.