LUFTHANSA "FOLLOW THE PLAN"
| Title | LUFTHANSA "FOLLOW THE PLAN" |
| Brand | DEUTSCHE LUFTHANSA AG |
| Product/Service | LUFTHANSA |
| Category |
B05. Use of Ambient Media: Large Scale |
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Entrant
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KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
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Idea Creation
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KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
|
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Media Placement
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WALL Berlin, GERMANY
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Production
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WALL Berlin, 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 |
| 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 Media?
Like never before, various digital sources of data are combined in real time to develop an intelligent out-of-home campaign that shows where the future will take us.
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 creative idea/insights
Follow the Plan’ is a data-driven out-of-home approach that displays a direct and specific route from each display in a pedestrian area to a data selected dream destination – including real time travel time and flight price.
Describe the strategy
During a cold European or Central American winter, it’s something we’ve all thought about: What if I simply took 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 execution
Based on the location of each display, Google Trends updates the region’s most popular travel destination. Real-time transportation data (like from the carpooling service car2go) and Google Maps are used to show the route from the display to the dream destination and the time it takes to get there. The current flight price and the travel time are displayed down to the second.
List the results
Between November 2017 and February 2018, “Follow the Plan” was launched in 5 major cities across Europe and the US reaching more than 32 million people. More cities are planned for 2018.
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!