Title	UNKNOWN PLACES - THE EXHIBITION
Brand	LUFTHANSA
Product/Service	EXHIBITION
Category	C03. Exhibitions / Installations
Entrant	STV DDB Milan, ITALY
Idea Creation	STV DDB Milan, ITALY
Production	KAREN FILM Milan, ITALY

Name	Company	Position
Luca Cortesini	DDB Group Italy	Executive Creative Director
Gabriele Caeti	DDB Group Italy	Executive Creative Director
Stefano Tunno	DDB Group Italy	Creative Supervisor
Milton Siclari	DDB Group Italy	Creative Supervisor
Giacomo Morbidi	DDB Group Italy	Art Director
Silvia Plebani	DDB Group Italy	Art Director
Giorgio Turco	DDB Group Italy	Senior Copywriter
Nicolò Augelli	DDB Group Italy	Social Media Director
Ornella Messina	DDB Group Italy	Community Manager
Laura Fratini	DDB Group Italy	Head of digital planning
Sonia Magri	DDB Group Italy	Group Operation Director

Why is this work relevant for Brand Experience & Activation?

In our country fake holidays are a growing phenomenon, even if Italians dream of traveling. With the first fake travel exhibition, Lufthansa has involved them in an immersive 360 ° experience. A path to realize that there is only one way to truly discover the world: by travelling. This work has strengthened the awareness of Lufthansa in Italy, becoming part of the current debate that pits reality against fake.

background

Situation: In 2017 over 2 milions italians faked their holidays uploading fake pictures on their social media. Brief: Lufthansa wants to connect Italians to #SayYesToTheWorld Campaign to relaunch the relevance of the brand with a local activation Objectives: The goals were to create engagment through relevant insights for Italian consumers, increase buzz and talkability and create a warm relationship with the consumer.

Describe the creative idea (20% of vote)

Italians believe that internet is enough to explore the world but to truly discover a place you have to go there. We wanted to show how illusory it is to think that the world is just a click away, and we did it by organizing a real photographic exhibition in one of the sacred places for Italian art: La Triennale di Milano. A journey through 10 photographs of unknown places, each with its own credible history. At the end of the exhibit in a reveal area people discovered that the works were created digitally by an artist, mixing together real locations. On the wall, a video and a manifesto reminded everyone that there is only one way to truly discover the world: by travelling.

Describe the strategy (20% of vote)

Target Audience: Unknown Places spoke to all the Italians who look for quality when traveling without losing their home feeling. At least everyone who want to be inspired by the beauty of the world, enriching their life experience. Approach: an unconventional exhibition about the beauty of travel has been used as a trigger for influencer and people to share on social media. More than exhibition, a real experience. Everything has been filmed to generate a video hero to spread online generating talkability and sharability. A simple but revolutionary idea which revealed people that you can really appreciate the world you live in, only if you travel.

Describe the execution (30% of vote)

Implementation: A month before the inauguration of Unknown Places, scheduled for November 10th, we built an unbranded campaign. With the involvement of art magazines, press releases, a dedicated space on the Milan Triennale website, we presented the exhibition as a true photographic exhibition. At the same time we created 10 works mixing together real locations and creating a credible story for each of them. The exhibition was set up creating a path that guided people through the works up to a reveal area. Here, through a special video and panels explaining the exhibition, we have finally unveiled the Lufthansa Brand. Timeline: 10th of October: launch unbranded campaign. 10th of November: Start exhibition at Triennale. 28th of November: PR and online video Placement: Salone d’Onore Triennale di Milano. Scale: 370 m2.

List the results (30% of vote)

• Business impact – sales, donations, site traffic 3.2 k visitor per day 2MIO of online views • Response rate +760% mentions of #SayYesToTheWorld • Impressions 35MIO of impressions • Change in behaviour • Consumer awareness The Lufthansa campaign has been very successful. During the exhibition and in the following days many of the visitors shared photos of the artworks and the mentions of the brand increased exponentially, significantly changing the perception that Italians have of Lufthansa. The conversations on the Social Networks have generated a debate on the problem of fake holidays. This success allowed us to replicate the exhibition in Paris, Dubai, Madrid and Stockholm.