Title	RESERVED FOR EUROWINGS
Brand	EUROWINGS AVIATION GMBH
Product/Service	EUROWINGS LONG DISTANCE FLIGHTS
Category	D01. Use of Digital Platforms
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 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 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.

Campaign Success

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 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

"Reserved for Eurowings" is a totally new and unique way to reach potential customers online. It has turned a regular online service into new promotion channel. It has raised the awareness of the Eurowings brand in the exact right moment - which is when potential customers are at the brink of booking a flight. In this moment, we offered them an alternative – a cheaper airline with comparable service options that flies on the same route and on the same day. And the best of it all? We didn't pay one single Euro for it.

The target audience were people that wanted to book flights via websites of airlines that offer the same routes and destinations like Eurowings. In this stage on the customer journey, they have already made their decision to fly – and therefore don’t need to be persuaded to do so anymore. They know when and where they want to go. Since we only used websites of our direct competitors, we were able to compete with them in terms of service and comfort. The competitors, on the other hand, could not compete with our prices! This is why "Reserved for Eurowings" was the most efficient way to reach our target audience, even when they had already chosen a different airline.