The desire to travel can be kindled with inspiration and excitement. That’s why Lufthansa created an entertaining brand experience and invented a new medium: the Lufthansa Travel Compass – the first digital poster that enables you to travel with a simple turn of your hand. The interactive outdoor screen can be turned like a compass and displays different travel destinations in Asia and the USA. When the screen is touched, the destinations come to life as interactive 360° videos, enabling pedestrians in the heart of Berlin and Hamburg to travel to their dream destination and explore it as if they were there.

In November and December 2015 it was finally time: the Lufthansa Travel Compass took sun-starved pedestrians in Berlin’s Potsdamer Platz and the heart of Hamburg on a virtual journey. The revolving digital poster enabled them to explore six of the world's most exciting far-away destinations. Rotation sensors in the outdoor screen recognise the direction in which the compass is moved and then display the corresponding destination as an interactive 360° video. By turning the poster, users can then explore the destination as if they were there. As part of an integrated campaign concept, the videos were also used on the web and social media, generating a high level of interest in 360° YouTube Videos, 360° facebook Videos and in 360° banners. Thanks to this new technology, people can experience their dream destination and see with their own eyes how amazing it would be to go there.

During the promotional period the Travel Compass was turned 6,733 times. That means 6,733 people went on a virtual journey. These contacts are especially important, as the users are interacting intensively with the brand for several minutes. Added to this are the spectators and accompanying friends or family who also share in the experience. At the same time, the fascinating 360° content was published on the social web, where the campaign attracted thousands of views, likes, shares and comments. The Travel Compass became an engaging and entertaining Lufthansa experience: move it for a moving experience!