LUFTHANSA "FOLLOW THE PLAN"
| Title | LUFTHANSA "FOLLOW THE PLAN" |
| Brand | DEUTSCHE LUFTHANSA AG |
| Product/Service | LUFTHANSA |
| Category |
C03. Dynamic Digital Screens |
|
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 |
Write a short summary of what happens in the ambient or digital execution or campaign.
‘Follow the Plan’ is a data-driven out-of-home approach that displays a direct and specific route from the pedestrian area to a dream destination.
For the first time we dynamically combined different live sources of data, only by writing an extra code for the worldwide WallDecaux digital surfaces.
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.
Cultural/Context information for the jury
The campaign launched in Europe's and Central America's winter, where there is a great will to escape greyness and just go somewhere beautiful.
Laws, restrictions and size relations to keep in mind: Especially in Germany and Austria, digital billboards are target to many public laws and restrictions (in terms of screen size, placement and visibility next to public roads, activity on screen and so forth). You won’t see anything like Times Square anywhere in Germany or Austria.