LUFTHANSA "FOLLOW THE PLAN"

TitleLUFTHANSA "FOLLOW THE PLAN"
BrandDEUTSCHE LUFTHANSA AG
Product/ServiceLUFTHANSA
Category A07. Use of Real-time Data
Entrant KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Media Placement WALL Berlin, GERMANY
Production WALL Berlin, GERMANY
Credits
Name Company Position
Fabian Frese Kolle Rebbe GmbH Chief Creative Officer
Thomas Heinz Kolle Rebbe GmbH Executive Creative Director
Christian Kroll Kolle Rebbe GmbH Executive Creative Director
Petra Cremer Kolle Rebbe GmbH Creative Director
Andreas Bilgeri Kolle Rebbe GmbH Account Supervisor
Lars Hartmann Kolle Rebbe GmbH Account Manager
Anna Arndt Kolle Rebbe GmbH Art Director
Philipp Platz Kolle Rebbe GmbH Copywriter
Patrick Montag Kolle Rebbe GmbH Graphic Designer
Robin Seufert Kolle Rebbe GmbH Graphic Designer
Sebastian Fahlbusch Kolle Rebbe GmbH Agency Producer
Marcel Berger Kolle Rebbe GmbH Web Developement
Tobi Böhning Kolle Rebbe GmbH Web Developement
Jonas Kofahl Wall Decaux | Wall GmbH Director Digital & Innovate

Why is this work relevant for Creative Data?

To create the first real-time audience- and behavioural-centred out-of-home campaign, we promote the most popular travel destinations for each city within a smart out-of-home campaign. We dynamically combine search queries of our designated target group with current price information and Lufthansa’s flight schedules and put them into context with data publically available such as traffic and mobility information for each and every city to show them that – thanks to Lufthansa – their dream destination is just around the corner.

Background

Traditionally, the campaign for international long haul flights is the most important in the entire marketing year of any big airline such as Lufthansa. Thus, Lufthansa reaches out with targeted and customized online campaigns and a wide coverage in classic print media. But how to reach people on the streets with the message, that their individual dream destination is just one little step away from reality?

Describe the idea/data solution

During a cold European or Central American winter, it’s something we’ve all thought about: What if I simply took a different turn today? Boarded a plane – and just left? To make this thought a reality, Lufthansa has provided an international out-of-home campaign with a smart, digital super brain, targeting exactly the needs of the people in each city and during each period of the day.

Describe the data driven strategy

Instead of creating a few out-of-home motifs, we created a dynamic system so customized, so real time and so targeted, actual online banners looked old fashioned. For the first time, we created an algorithm that easily adapts and extents campaigns to any worldwide WallDecaux display network for mass communication.

Describe the creative use of data, or how the data enhanced the creative output

The screen displayed not any but the actual best price for each flight and destination. Destinations were not selected randomly, but by an additional request to Google trends, which dream city was trending in the city. Each time before an ad was displayed, the information was updated. By that, we created thousands of individual, perfectly timed and targeted motifs with precise und surprising information about the cities most favourite dream destinations.

List the data driven results

Between November 2017 and February 2018, “Follow the Plan” was launched in 5 major cities across Europe and the US reaching more than 24 million people. As a result, the campaign yielded into an uplift on both quantitative and qualitative levels: Qualitative: Communicates Good value for money: Increase from 67% to 74% Communicates Attractive Offers: Increase from 82% to 86% Quantitative: Unaided awareness: Increase from 56% to 57% Likability: Increase from 80% to 81% Almost 50% would prefer Lufthansa as their first choice. Follow the Plan generated one Million incremental sales!