Austrian Airlines flies to over 130 destinations all around the world – but hardly anybody in Germany knows that! Everyone has big players like Lufthansa in their relevant set.Our objective: Communicating the broad variety of flight destinations to the consumer through an eye-catching promotion and link all actions to the Austrian Airlines Facebook page. Everyone should know that Austrian Airlines is the right choice for flying to their dream destinations!

Awareness: 2m contacts were generated within only 2 daysInvolvement: Over 1,100 people participated, 45% of the participants uploaded their picture to FacebookInteraction: 84% of the uploaded pictures got ‘liked’, shared, linked and commented by the users on Facebook, sharing their dream destinations and the campaign with their friends.The results prove the effectiveness and success of our campaign.

We installed green screens in 4 German cities. Passers-by were able to pose in front of the green screens and professional photographers took their pictures. The participants then chose their dream destination as background which represented one of the flight destinations (e.g. pyramids for Egypt). Within seconds they held an individual postcard in their hands and could send it to a friend.The consumer was literally able to ‘fly’ to one of the destinations! A €100 flight coupon served as additional incentive. All photos were uploaded to the Austrian Airlines Facebook page to be shared, liked and commented on.

Our idea was based on the insight that everybody can name at least 1 dream destination instantly.

By letting people choose their dream destination and making this dream come true, at least virtually, we created an emotional moment. We wanted to capture and stretch this moment for Austrian Airlines - and we did by handing out individual postcards and uploading the photos to Facebook to drive engagement further.

Through this emotional and highly involving contact with the brand we brought Austrian Airlines and their 130 flight destinations into people’s relevant set for planning the next trip.