#SAYYESTOEUROPE

Short List
ClientLUFTHANSA
Category B03. Use of Ambient Media: Large Scale
Title#SAYYESTOEUROPE
Product/ServiceLUFTHANSA
Entrant KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Media Placement KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
PR ACHTUNG! Hamburg, GERMANY
Production KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Production 2 27 KILOMETER ENTERTAINMENT Hamburg, GERMANY
Production 3 THE SOUNDSHACK Hamburg, GERMANY
Additional Company DEUTSCHE LUFTHANSA Frankfurt, GERMANY
Additional Company 2 ELBKIND Hamburg, GERMANY
Credits
Name Company Position
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.