| Title | LUFTHANSA "OPEN SEATS" |
| Brand | LUFTHANSA |
| Product/Service | LUFTHANSA |
| Category |
D04. Digital Installations |
|
Entrant
|
KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
|
|
Idea Creation
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KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
|
|
Idea Creation 2
|
3SPIN Darmstadt, GERMANY
|
|
Production
|
3SPIN Darmstadt, GERMANY
|
|
Production 2
|
27 KILOMETER ENTERTAINMENT Hamburg, GERMANY
|
|
Production 3
|
GLOBAL EXHIBIT GROUP EXPOTECHNIK HEINZ SOSCHINSKI Taunusstein, GERMANY
|
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Production 4
|
THE SOUNDSHACK Hamburg, GERMANY
|
Credits
| Fabian Frese |
Kolle Rebbe GmbH |
Chief Creative Officer |
| Thomas Heinz |
Kolle Rebbe GmbH |
Executive Creative Director |
| Christian Kroll |
Kolle Rebbe GmbH |
Executive Creative Director |
| Katharina Jung |
Kolle Rebbe GmbH |
Account Supervisor |
| Elisabeth Andersen |
Kolle Rebbe GmbH |
Account Manager |
| Lars Hartmann |
Kolle Rebbe GmbH |
Account Manager |
| Robert Westphal |
Kolle Rebbe GmbH |
Art Director |
| Robin Seufert |
Kolle Rebbe GmbH |
Art Director |
| Tobias Schwaiger |
Kolle Rebbe GmbH |
Copywriter / Concept |
| Eniola Falase |
Kolle Rebbe GmbH |
Copywriter / Concept |
| Oliver Göck |
3spin GmbH & Co KG |
Managing Director, Account Supervisor |
| Thomas Hoger |
3spin GmbH & Co KG |
Executive Creative Director, Strategy |
| Wanda Kesel |
3spin GmbH & Co KG |
Account Manager |
| Dominik Lischka |
3spin GmbH & Co KG |
Graphic Designer |
| Thomas Quiring |
3spin GmbH & Co KG |
Concept |
| Gunter Sterr |
3spin GmbH & Co KG |
Concept |
| Annica Stähly |
3spin GmbH & Co KG |
Production Manager |
| Thomas Poursanidis |
3spin GmbH & Co KG |
Audio/Video |
| Sascha Kaurin |
3spin GmbH & Co KG |
3D |
| Andreas Herbig |
3spin GmbH & Co KG |
Development (Installation) |
| Christine Coenen |
3spin GmbH & Co KG |
Development (Installation) |
| Christoph Manschitz |
3spin GmbH & Co KG |
Development (Installation) |
| Ingo Schäfer |
3spin GmbH & Co KG |
Development (Installation) |
| Miguel Wicht |
3spin GmbH & Co KG |
Development (Web) |
| Jürgen Steitz |
3spin GmbH & Co KG |
Development (Web) |
| Dierck Prüssing |
ET Global Exhibit Group Expotechnik Heinz Soscvhinski GmbH |
Account Manager |
| Jeremias Stock |
ET Global Exhibit Group Expotechnik Heinz Soscvhinski GmbH |
Account Manager |
| Hannes Mielke |
The SoundShack GmbH |
Audio Engineer |
Why is this work relevant for Brand Experience & Activation ?
As an airline, Lufthansa normally is very limited when it comes to letting people experience their brand. For the simple reason that it's pretty hard to simulate traveling in classic ad formats. Our solution: next-level technology, that not only works as an activation idea but lets people actually experience the wonder of travel in an instant.
Background
We live in a world where technology connects and in a sense isolates us in real life contexts.
Lufthansa launched its biggest global campaign ever #SayYesToTheWorld, which asked the essential question: Why do you love the world? The goal was to help people reflect and open them up to a world of possibilities.
Describe the creative idea
This resulted in OpenSeats, the world’s first intelligent Mixed Reality experience. The installation unit that brought a creative twist into the traditional out-of-home media turning a billboard-sized digital display/screen into a fully interactive world.
Describe the strategy
Our target audience was basically everyone who wants to explore the world. Therefore we had to appeal to everyone – from 16 to 106. What we achieved by creating a unique virtual experience that left them in awe and with a real impression to go out and explore the world.
Describe the execution
This resulted in OpenSeats, the world’s first intelligent Mixed Reality experience. The installation unit that brought a creative twist into the traditional out-of-home media turning a billboard-sized digital display/screen into a fully interactive world.
For the first time, users had an immersive and responsive Augmented Reality experience that required no extra hardware or wearable devices, which made for a non-isolated virtual experience. With speech recognition; saying the word ‘yes’ launched the experience. Through face recognition and motion tracking an algorithm recognised the users’ mood and skills to create a personalised user journey.
List the results
With our installation traveling from Frankfurt to Munich, New York, San Francisco, and Milan, we inspired thousands of stocked participants around the world for an average of 8 minutes of interaction per person. And generated hundreds of pictures which were shared online. But most importantly: we let Lufthansa's new claim "say yes to the world" become tangible.