benchmark report
airline marketing
Lufthansa ‘pop-up art gallery Stockholm’
experiental
Panasonic ‘Tweetathon’ Panasonic Avionics has been offering inflight wifi for several years now. To promote the fact that their product really took off this year with a number of new airlines introducing the service on longhaul flights, Panasonic organised a mid-air ‘Tweet-athon’.
Communications, said: “The Tweetathon is an exciting and innovative way to demonstrate just what is possible today from your seat on an aircraft. Airlines around the world are now embracing this technology and passengers are accepting it as second-nature.”
What better way to showcase Berlin, but by presenting it using pieces of ar t from the city’s ar tists? What if lovers of the ar tworks could then purchase them, and included in the price was a return ticket to Berlin to collect your ar twork from Berlin in person.
Giving even more reason to bring out your hand-held devices mid-flight, and using the hashtag #High5Live, passengers on six flights between five continents connected with each other – and their more ‘grounded’ Twitter followers. The reason for the campaign was to demonstrate both the requirement and power of their new eXConnect technology. Panasonic state “This allows passengers to use social media, access the Internet, and send and receive emails mid-flight.”David Bruner, Panasonic’s Vice President of Global
The event was broadcast live at the Aircraft Interiors Expo at the Panasonic exhibition booth throughout the fiver hour event, by displaying tweets live from the flights on large screens. Par ticipating airlines included AA (New York to Sao Paulo), LH (Frankfur t to Seattle), EY (Abu Dhabi to London), Aer Lingus (Dublin to New York), JAL (Tokyo to New York), United (San Francisco to Sydney).
This was the concept for Luthansa’s first pop-up Art Gallery, based in Berlin. DDB Stockholm were commissioned to pull the whole idea together, and in collaboration with Gallery Essays & Observations in Berlin, it featured 15 unique works from Berlin-based ar tists including Diana Ar tus, Katharina Blanke Stefan Guzy / Bjorn Wiede and Staffan Larsson.
the ar tists work is available for purchase on their dedicated (and very much Lufthansa branded) gallery website. The website showcases the travel dates and times, most of which including a return date a couple of days later so as to be able to explore and enjoy the city of Berlin for a little longer. This isn’t DDB Stockholm’s first collaboration with Lufthansa, who also created an app that wakes you up to the noises of a randomly selected city.
Interestingly, the ar tworks (most of which have already been sold) seem realistically and perhaps even affordably priced, and
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