Lufthansa - Anywake App

Lufthansa - Anywake App

Lufthansa ‘Anywake’ App | In an increasingly mobile-centric marketing world, mobile apps are seen as a key to reaching customers. Smartphone apps have been used by airlines to touch various points in the ‘Connected Travelers’ lifecycle. Lufthansa’s latest app is called ‘Anywake’, and functions as a daily alarm clock to wake customers up to the sounds of different cities around the world. To turn the alarm off, users are required to guess the city whose sounds are waking them up.

The unique feature of Anywake lies in its integration with Lufthansa booking: a correct city-sound match guess is rewarded with a discount for Lufthansa airfare to that city. If the user guesses incorrectly, they must wait for the following day for another chance. The app (for iOS and Android) is only available for the Swedish market and was developed by Swedish agencies Monterosa and DDB Stockholm. Lufthansa also released an instructional video on operating Anywake, which generated over 14,000 views on YouTube. Additionally, the app is also marketed as a way for downloaders to functionally cater to their wanderlust during the cold, dark Swedish winter months when it’s hard to wake up. Thus, Anywake offers an innovative look at how smartphone apps can be implemented in the airline digital space.