LUFTHANSA "WALK-IN ADS"

ClientDEUTSCHE LUFTHANSA AG
Category A07. Travel
TitleLUFTHANSA "WALK-IN ADS"
Product/ServiceLUFTHANSA
Entrant KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Production HEADRAFT Hamburg, GERMANY
Production 2 27 KILOMETER ENTERTAINMENT Hamburg, GERMANY
Credits
Name Company Position
Fabian Frese Kolle Rebbe GmbH Chief Creative Officer
Thomas Heinz Kolle Rebbe GmbH Executive Creative Director
Katharina Jung Kolle Rebbe GmbH Account Supervisor
Lars Hartmann Kolle Rebbe GmbH Account Manager
Elisabeth Andersen Kolle Rebbe GmbH Account Manager
Robin Seufert Kolle Rebbe GmbH Art Director
Sören Hoven Kolle Rebbe GmbH Art Director
Eniola Falase Kolle Rebbe GmbH Copywriter
Julian Weiss Headraft GmbH Executive Producer
Fabian Fricke Headraft GmbH Technical Director
Ramon Schauer Headraft GmbH 3D Artists
Julian Neagu Headraft GmbH 3D Artists
Martin Kögel Headraft GmbH 3D Artists
Leonard Witte 27 Kilometer Entertainment GmbH Creative Producer
Hans Hartmann Freelance Edit + Motion Design
Johannes Blümel Freelance 3D Animation

Why is this work relevant for Direct?

Lufthansa Walk-in Ads brings direct marketing to the next level. Instead of showing and talking about holiday destinations, we invite people to experience—and directly book flights—those destinations. In an instant, at the palm of their hands, using their smartphones and state of the art Augmented Reality technology.

Background

Throughout the internet, we are bombarded by vacation stories, travel bucket lists, and pictures of stunning holiday destinations. These exciting places are virtually right in the palm of our hands, yet so far away. We wanted to change that and give people the opportunity to experience destinations on their smartphone, rather than just looking at them.

Describe the creative idea

Lufthansa Walk-in Ads is the first campaign that instantly takes you to a destination when you hear or see an ad about it.

Describe the strategy

Since Millenials, like no others, are not only constantly on their phones, but also on a permanent hunt for the best Instagramable vacation destinations, we went ahead and teamed up with Shazam to turn advertising media into Augmented Reality gateways, tailormade for Generation Y and Z.

Describe the execution

By engaging with digital ads on smartphones, In-media ads, takeovers, banner ads on Shazam, and traditional Out-of-Home placements, users can launch and place virtual portals on their smartphones. Then, they can walk right in those portals and explore cities such as Hong Kong and New York. This is made possible by specially crafted 3D podiums, in combination with 360° environments, which enable people to roam freely in the virtual destinations. While on their AR trips, users can take and share selfies with friends online. Those who want to take a step further are given real-time offers to go see the actual places.

List the results

We reached a grand total of over 16,163,463 impressions, resulting in 146,395 total clicks. But most importantly: people spent on average over 50 seconds with our ads.