Title	RESERVED FOR EUROWINGS
Brand	EUROWINGS AVIATION GMBH
Product/Service	EUROWINGS 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

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.