Eurobest
KOLLE REBBE, Hamburg / LUFTHANSA / 2018
Overview
Entries
Credits
Background
Throughout the internet, we are bombarded by vacation stories, travel bucket lists, and pictures of stunning holiday destinations. These exciting places are virtually right in the palm of our hands, yet so far away. We wanted to change that and give people the opportunity to experience destinations on their smartphone, rather than just looking at them.
Idea
Lufthansa Walk-in Ads is the first campaign that instantly takes you to a destination when you hear or see an ad about it.
Strategy
Since Millenials, like no others, are not only constantly on their phones, but also on a permanent hunt for the best Instagramable vacation destinations, we went ahead and teamed up with Shazam to turn advertising media into Augmented Reality gateways, tailormade for Generation Y and Z.
Execution
By engaging with digital ads on smartphones, In-media ads, takeovers, banner ads on Shazam, and traditional Out-of-Home placements, users can launch and place virtual portals on their smartphones. Then, they can walk right in those portals and explore cities such as Hong Kong and New York. This is made possible by specially crafted 3D podiums, in combination with 360° environments, which enable people to roam freely in the virtual destinations. While on their AR trips, users can take and share selfies with friends online. Those who want to take a step further are given real-time offers to go see the actual places.
Outcome
We reached a grand total of over 16,163,463 impressions, resulting in 146,395 total clicks. But most importantly: people spent on average over 50 seconds with our ads.
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