benchmark report
airline marketing
the leaflet LUFTHANSA With a recent campaign promoting sun destinations, Lufthansa recently took out of home adver tising to leafy new levels of outdoorsy-ness. In the nor therly city of Stockholm, Sweden, Lufthansa and adver tising agency DDB employed the help of a professional arborist, whom they sent up numerous trees in a public park. There, while the leaves in the trees were still green, he used 100% natural and environmentally-friendly materials to stamp messages onto hundreds, or perhaps even thousands of leaves. The faint, but easy-to-read messages included the names of Lufthansa’s many sunny destinations, adver tised low fares and touted warm temperatures that could be enjoyed elsewhere. Then it was time to play the waiting game for fall. As the leaves changed colors and slowly drifted to the ground, citizens began finding the JAN 2016 ISSUE
special leaves. Hidden cameras in the park captured all the surprised reactions. “Watch autumn become our voice for summer!” reads the description of the video (84,300 views) that was created and posted on Lufthansa’s dedicated YouTube channel. “With the help of a professional arborist and 100% environment-friendly products, our new sun destinations are revealed in a surprisingly natural way.” In 2014, Cebu Pacific also created an innovative outdoor campaign with the help of Mother Nature. In this case, the airline used water-repellant paint to draw a message on the pavement that revealed itself in the rain. People saw the tagline “It’s Sunny In The Philippines” and could then scan a QR code for a Cebu Pacific discount.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
