| Title | LUFTHANSA "WALK-IN ADS" |
| Brand | DEUTSCHE LUFTHANSA AG |
| Product/Service | LUFTHANSA |
| Category |
B09. Use of Mobile |
|
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
| 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 Media?
Lufthansa Walk-in Ads add another layer to traditional and digital media. Out-of-Home placements, banners, takeovers, and the likes suddenly become gateways to amazing Augmented Reality holiday experiences that can be entered using nothing more than our ever-present smartphones.
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/insights
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.