LUFTHANSA "FOLLOW THE PLAN"
| Title | LUFTHANSA "FOLLOW THE PLAN" |
| Brand | DEUTSCHE LUFTHANSA AG |
| Product/Service | LUFTHANSA |
| Category |
C02. Use of Real-time Data |
|
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
|
|
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 |
| Fabian Frese |
Kolle Rebbe GmbH |
Chief Creative Officer |
| Thomas Heinz |
Kolle Rebbe GmbH |
Executive Creative Director |
| Christian Kroll |
Kolle Rebbe GmbH |
Executive Creative Director |
| Thomas Heinz |
Kolle Rebbe GmbH |
Executive Creative Director |
| Christian Kroll |
Kolle Rebbe GmbH |
Executive Creative Director |
| Petra Cremer |
Kolle Rebbe GmbH |
Creative Director |
| Sandra Vetter |
Kolle Rebbe GmbH |
Account Manager |
| Nicole Feldmann |
Kolle Rebbe GmbH |
Art Director |
| Andreas Bilgeri |
Kolle Rebbe GmbH |
Account Supervisor |
| Lars Hartmann |
Kolle Rebbe GmbH |
Account Manager |
| Anna Arndt |
Kolle Rebbe GmbH |
Art Director |
| Robin Seufert |
Kolle Rebbe GmbH |
Art Director |
| Anna Arndt |
Kolle Rebbe GmbH |
Art Director |
| Philipp Platz |
Kolle Rebbe GmbH |
Copywriter |
| Vera Hemmer |
Kolle Rebbe GmbH |
Art Director |
| Patrick Montag |
Kolle Rebbe GmbH |
Graphic Designer |
| Danny Fröhlich |
Kolle Rebbe GmbH |
Copywriter |
| Robin Seufert |
Kolle Rebbe GmbH |
Graphic Designer |
| Philipp Platz |
Kolle Rebbe GmbH |
Copywriter |
| Sabine Cole |
Kolle Rebbe GmbH |
Copywriter |
| Sebastian Fahlbusch |
Kolle Rebbe GmbH |
Agency Producer |
| Marcel Berger |
Kolle Rebbe GmbH |
Web Developement |
| Nina Offermann |
Kolle Rebbe GmbH |
Agency Producer |
| Fabian Roser |
DDB Hamburg GmbH |
Managing Director, Executive Creative Director |
| Tobi Böhning |
Kolle Rebbe GmbH |
Web Developement |
| Jonas Kofahl |
Wall Decaux | Wall GmbH |
Director Digital & Innovate |
| Christian Kirberg |
DDB Hamburg GmbH |
Creative Director |
| Jessica Hoppe |
DDB Hamburg GmbH |
Senior Copywriter |
| Kai Schubert |
DDB Hamburg GmbH |
Client Service Director |
| Tillmann Kühn |
DDB Hamburg GmbH |
Director CRM |
| Torsten Kägler |
DDB Hamburg GmbH |
Account Director |
| Brian Bray |
Neuland + Herzer GmbH |
Head of Concept |
| Krystian Bandzimiera |
Neuland + Herzer GmbH |
Producer & Creative |
| Christian Keul |
Neuland + Herzer GmbH |
Senior Project Management |
| Jil Matthes |
Neuland + Herzer GmbH |
Head of Editorial |
| Pacco Nitsche |
27km Entertainment GmbH |
Producer |
| Ralf Erthle |
27km Entertainment GmbH |
Producer |
| Vincent Urban |
27km Entertainment GmbH |
Director |
| Clemens Krüger |
27km Entertainment GmbH |
Director of Photography |
| Lutz Stautner |
27km Entertainment GmbH |
Camera Assistant |
| Tim Höddinghaus |
27km Entertainment GmbH |
Camera Assistant |
| Max Neumeier |
27km Entertainment GmbH |
Editor und Sounddesign |
| Malte Schlieker |
27km Entertainment GmbH |
Supervisor/Lead/Artist |
Describe the use of data, or how the data enhanced the campaign output
Promoting destinations where people actually want to go, helped us that they will want to hop onto a plane as soon as possible. A digital billboard that encourages people to travel and discover exciting places all over the world. Inside our campaign, it became a real wanderlust accelerator with that special Lufthansa twist.
Why is this work relevant for Media?
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 creative idea/insights
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 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 execution
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.
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 24 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!