RESERVED FOR EUROWINGS

ClientEUROWINGS AVIATION GMBH
Category C02. Innovative Online Ad Solution
TitleRESERVED FOR EUROWINGS
Product/ServiceEUROWINGS LONG DISTANCE FLIGHTS
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 the seat reservation systems as pixels – to write messages directly into the seat maps. That's why we simply selected long-haul flights offered by our competitors and reservered the exact right seats in their seat maps until "Fly Eurowings" was readable for all those that were booking this flight on this date. With this idea, we turned the online seat maps of our competitors into Eurowings ads by simply using an existing technology in a totally new way.

Creative Execution

First, we instructed people to go on our competitors' websites (e.g klm.com, airfrance.com, airberlin.com). In advance, art directors had prepared detailed seat maps that precisely showed the "bookers" which seats they had 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. The result of this approach was that the seats were blocked for several hours - free of any charge. "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.

The idea not only boosted the traffic on Eurowings' own booking website, but also presented the brand as a smart and as well cheaper alternative to the established long-haul carriers. It also proved that you can still reach potential customers, when they have already chosen a competitor. Thousands of people read the message online, which raised the awareness of the whole Eurowings brand. Even when potential customers that saw the message didn’t change their minds this time, they now will always have Eurowings in mind whenever they see a seat map.

"Reserved for Eurowings" used the online flight booking technology, and the seat reservation systems in particular, in a totally new and unique way. It has turned an online service offered by the competition into a new advertising medium for our client to reach its target audience. The target audience were people that wanted to book flights via websites of airlines that offer the same routes and destinations like Eurowings. Thanks to this innovative ad solution, Eurowings was still able to interact with its target audience and give them one last chance to change their minds, even when the target audience had already chosen a different airline. The best thing of it all? Since we used the websites of Eurowing's direct competition, there was no data gathering needed to define a target group. All we had to do was execute.