| Title | #SAYYESTOEUROPE |
| Brand | LUFTHANSA |
| Product/Service | LUFTHANSA |
| Category |
A08. Corporate Social Responsibility (CSR) / Corporate Image |
|
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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KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
|
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PR
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ACHTUNG! Hamburg, GERMANY
|
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Production
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KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
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Production 2
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27 KILOMETER ENTERTAINMENT Hamburg, GERMANY
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Production 3
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THE SOUNDSHACK Hamburg, GERMANY
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Additional Company
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DEUTSCHE LUFTHANSA Frankfurt, GERMANY
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Additional Company 2
|
ELBKIND Hamburg, GERMANY
|
Credits
| Alexander Schlaubitz |
Deutsche Lufthansa AG |
Vice President Marketing |
| Benita Struve |
Deutsche Lufthansa AG |
Head of Marketing |
| Claudia Dreismann |
Deutsche Lufthansa AG |
Marketing Manager |
| Fabian Frese |
Kolle Rebbe GmbH |
Chief Creative Officer |
| Cookie Peschmann |
Kolle Rebbe GmbH |
Creative Director |
| Jan Vierig |
Kolle Rebbe GmbH |
Account Supervisor |
| Tim Felicetti |
Kolle Rebbe GmbH |
Account Manager |
| Moritz Kiehn |
Kolle Rebbe GmbH |
Account Manager |
| Björn-Thore Bietz |
Kolle Rebbe GmbH |
Account Manager |
| Birte Rössner |
Kolle Rebbe GmbH |
Art Director |
| Fridtjof Vieth |
Kolle Rebbe GmbH |
Copywriter |
| Ole Brand |
Kolle Rebbe GmbH |
Agency Producer |
| Martin Lühe |
Kolle Rebbe GmbH |
Production Manager |
| Wiebke Burmeister |
Kolle Rebbe GmbH |
Artbuying |
| Emma Paraschiakou |
Kolle Rebbe GmbH |
Online Concept |
| Falko Tilgner |
Kolle Rebbe GmbH |
Editor |
| Maik Sperling |
Kolle Rebbe GmbH |
Editor |
| Walta Hagos |
27 Kilometer Entertainment GmbH |
Creative Producer |
| Annegret Feistl |
27 Kilometer Entertainment GmbH |
Producer |
| Leo Witte |
27 Kilometer Entertainment GmbH |
Creative Producer |
| Felix Strosetzki |
27 Kilometer Entertainment GmbH |
Photographer |
| Bilal Hadzic |
27 Kilometer Entertainment GmbH |
DoP |
| Lucas Pretzel |
27 Kilometer Entertainment GmbH |
DoP |
| Stephan Zimmer |
27 Kilometer Entertainment GmbH |
DoP Assistant |
| Malte Schlieker |
27 Kilometer Entertainment GmbH |
Head of Post |
| Alexander Steinkopf |
27 Kilometer Entertainment GmbH |
Colourist |
| Konrad Peschmann |
The SoundShack GmbH |
Audio Engineer |
| Josh Leake |
Freelance |
Composer |
Why is this work relevant for Direct?
With its claim “Say yes to the world” Lufthansa wants not only to connect travel destinations, but people. The claim of Europe’s biggest airline is a call for more tolerance and open-mindedness. For the European elections we made these values come to live and gave people the chance to interact with the brand like never before: By turning magical places into real polling stations. An unprecedented activation that not only showed how committed Lufthansa is to a united Europe, but also had a real impact on the election in terms of voter turnout.
Background
Situation
Despite Brexit and the rise of extreme right-wing parties, more than half of Germans don’t vote in the European elections.
Brief
Lufthansa’s brand values of an open and connected world are in danger if people don’t vote. Our task was to raise awareness of the 2019 elections and motivate people to vote.
Objectives
Rising election turnout and promoting Lufthansa as a guardian of cosmopolitanism and open-mindedness.
Describe the creative idea (30% of vote)
With the #SayYesToEurope initiative, Lufthansa turned magical places into polling stations. Voting forms became entry tickets to locations that everyone always dreamed of visiting but never could.
Describe the strategy (20% of vote)
Even though European political parties have the right to campaign EU-wide for the European elections, campaigns still take place through national election campaigns. One reason for the traditionally very low voter turnout in Germany is that the process of voting itself can be very dull. Normally, only government buildings are allowed to become a polling station, constraining the elections to old classrooms and run-down school gyms. Lufthansa decided to tackle this issue and address all Germans that are eligible to vote.
Describe the execution (20% of vote)
Special locations all over Germany became once in a lifetime polling stations: The stage of Elbphilharmonie concert hall, the locker room of Champions League club Borussia Dortmund, boxing club Zur Ritze, the studio of Who wants to be a millionaire, Lufthansa Aviation Training centre and many more places opened their doors to everyone who brought their voting forms. In a real polling booth, they could then vote on site.
List the results (30% of vote)
The world’s most extraordinary polling stations created massive awareness for the European elections: 149.9 million people were reached, generating 11.4 million euros in earned media. More than 38,000 people signed up to vote at our locations. As a result, voter turnout was the highest it’s been in over 20 years.