RESERVED FOR EUROWINGS

TitleRESERVED FOR EUROWINGS
BrandEUROWINGS AVIATION GMBH
Product/ServiceEUROWINGS LONG DISTANCE FLIGHTS
Category A06. Typography
Entrant LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
Idea Creation LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
Media Placement LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
Production LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
Credits
Name Company Position
Arno Lindemann Lukas Lindemann Rosinski Chief Creative Officer
Bernhard Lukas Lukas Lindemann Rosinski GmbH Chief Creative Officer
Tim Hartwig Lukas Lindemann Rosinski GmbH Creative Director
Steffen Behrends Lukas Lindemann Rosinski GmbH Group Account Director
Jascha Oevermann Lukas Lindemann Rosinski Group Account Director
Yushu Mose Zopf Lukas Lindemann Rosinski GmbH Senior Art Director
Martin Gillen Lukas Lindemann Rosinski GmbH Copywriter
Tobias Glatz Lukas Lindemann Rosinski GmbH Junior Art Director

The Campaign

We discovered that you can use the small seat symbols inside online seat reservation systems as pixels - to write messages directly into the seat maps. We used this observation to write messages like “Fly Eurowings” directly into the seat maps of our competitors. Therefore, we have developed a special typography coming with two different font styles: The Seatmap 3-Seat and the Seatmap 4-Seat. With these two typefaces, we were able to turn the online seat maps of our competitors into ads for Eurowings.

Creative Execution

First, we instructed people to go on our competitors' websites (e.g klm.com, airfrance.com, airberlin.com). In advance, we had prepared detailed seat maps that precisely showed the "bookers" which seats they needed to reserve. Then, they simply selected competing flights on selected dates that Eurowings also offered, reserved the right seats and went further in the booking process until the payment window popped up. Then, instead of entering the credit card information, they simply closed the window and started all over again, until the message was readable. They used the “Seatmap 3-Seat” typo for the rows with three seats and the “Seatmap 4-seat” typo for rows with four seats. "Fly Eurowings" was then readable for all potential customers that wanted to book this flight within the next hours, which created free advertising for Eurowings’ cheap flights.