Title	#LIFECHANGINGPLACES
Brand	DEUTSCHE LUFTHANSA AG
Product/Service	LUFTHANSA INSPIRATION-CAMPAIGN
Category	C06. 360° Customer Journey
Entrant	DDB GERMANY HAMBURG, GERMANY
Idea Creation	DDB GERMANY HAMBURG, GERMANY
Idea Creation 2	KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation 3	NEULANDHERZER Frankfurt, GERMANY
Idea Creation 4	TERRITORY Hamburg, GERMANY
Media Placement	NEULANDHERZER Frankfurt, GERMANY
Media Placement 2	TERRITORY Hamburg, GERMANY

Name	Company	Position
Fabian Roser	DDB Group Germany	Managing Director, Executive Creative Director
Christian Kirberg	DDB Group Germany	Creative Director
Alexander Ardelean	DDB Group Germany	Senior Copywriter
Jessica Hoppe	DDB Group Germany	Senior Copywriter
Maru Hoff	DDB Group Germany	Copywriter
Kai Schubert	DDB Group Germany	Client Service Director
Tillmann Kühn	DDB Group Germany	Director CRM
Pina Pech	DDB Group Germany	Senior Project Manager
André Zschaebitz	DDB Group Germany	Account Director Technical
Torsten Kägler	DDB Group Germany	Account Director
Fabian Freese	Kolle Rebbe GmbH	Chief Creative Officer
Christian Kroll	Kolle Rebbe GmbH	Creative Director
Thomas Heinz	Kolle Rebbe GmbH	Creative Director
Sandra Vetter	Kolle Rebbe GmbH	Account Manager
Nicole Feldmann	Kolle Rebbe GmbH	Art Director
Anna Arndt	Kolle Rebbe GmbH	Art Director
Robin Seufert	Kolle Rebbe GmbH	Art Director
Vera Hemmer	Kolle Rebbe GmbH	Art Director
Danny Fröhlich	Kolle Rebbe GmbH	Copywriter
Philipp Platz	Kolle Rebbe GmbH	Copywriter
Nina Offermann	Kolle Rebbe GmbH	Agency Producer
Brian Bray	Neuland + Herzer GmbH	Head of Concept
Krystian Bandzimiera	Neuland + Herzer GmbH	Producer
Sarah Steffen	Neuland + Herzer GmbH	Senior Project Manager
Christian Keul	Neuland + Herzer GmbH	Senior Project Manager
Jil Matthes	Neuland + Herzer GmbH	Head of Editorial
Robert Lange	Neuland + Herzer GmbH	Media Consultant

Why is this work relevant for Brand Experience & Activation ?

Because it connects our brand with wanderlust and addresses a deep motivation that everyone has – to become a unique, happy and self-determined human being. By putting the focus on the true value of travelling: growing in personality. This emotionally involving insight helps us to activate people to get to know their personal #LifeChangingPlaces on our campaign hub and to engage with our testimonials and their travelling experiences.

Background

Situation: The web, and social media in particular, is overstuffed with travel content. It feels like an exhausting race for the best beach selfie. Brief: In 2017, Lufthansa wants to inspire people to travel more. And we want to show that travelling leads to so much more than just some nice pictures. Objectives: Our goal is to prove that there are unique places all over this planet that can change you forever. That travelling shapes your personality. It makes you who you are. We do this by combining an awareness campaign with a sustainable lead generating concept.

Describe the creative idea

We follow three protagonists back to the places that have completely turned their lives upside down. Their #LifeChangingPlaces. We follow up on this by giving everyone the chance to get closer to their own life-changing place: in dialogue with our protagonists. And, interactively on our campaign hub, where we suggest travel destinations that users would never think of themselves. This approach completely turns around usual campaign targeting in a surprising way. Because we used the users data to show them the complete opposite of their travel habits. And give them the oportunity to win a trip to get there. To get out of their comfort zone. Accompanied by our hashtag #LifeChangingPlaces, we get people to ask themselves: How much of who you are, is where you’ve been?

Describe the strategy

We put the focus on travellers who place importance on quality and are willing to spend more money on it. And simultaneously looking for a life full of novelty and variety. The approach of our integrated cross-channel campaign was to position the brand as an enabler and relevant actor in the highly completive travel segment. We decided to inspire to travel more on a much deeper way emotionally. Not by showing how beautiful the world can be, but rather showing what travelling does with everyone of us. It shapes your character. And it even might have a strong impact on your whole life.

Describe the execution

TV, online display, editorials, YouTube, Facebook and Instagram posts using the hashtag #LifeChangingPlaces are leading to the website lifechangingplaces.com where the long versions of our stories are available. There we ask every visitor: “How much of who you are, is where you’ve been?” and offer them a tool to find their very own #LifeChangingPlace and win a trip to get there. After choosing your personal travel preferences, the tool suggests the exact opposite of those. Because only the ones who leave the old are able to discover the new. Based on the result, we start the user dialogue with personalized e-mails. Accompanied by interactive talks on Facebook and “ask me anything” interviews on Instagram Stories, in which users can ask our protagonists anything about their life changing places in real-time. The campaign was executed in 3 iterative phases. It started mid September 2017 and ended in Jan 2018.

List the results

Our hashtag #LifeChangingPlaces reached far beyond the actual campaign and trended on social media. German newspapers like FAZ and BILD, magazines like GEO or the TV channel DMAX and other media covered our campaign. Chris Burkard, one of our protagonists, was even invited to the famous German talk show ‘Markus Lanz’ where he talked about his #LifeChangingPlace on the Lofoten Islands. Throughout the whole campaign period we were able to reach over 2.5 Mio. page views, 400,000 visitors and about 3 minutes of average dwell time. We had 1 million interactions and generated 22,000 leads.