Lufthansa-Lufthansa Travel Kiosk

LUFTHANSA - LUFTHANSA TRAVEL KIOSK

In February, Lufthansa looked at how it could bring different international destinations to life for the German market. The outcome was the ‘ReiseKiosk’ or Travel Kiosk.

The Travel Kiosk made its first appearance in Düsseldorf, before making its way to Frankfurt last month (September).

The thinking behind the travel kiosk campaign is straight-forward. When people go on holiday they like to bring back souvenirs and local gifts for friends and family back home.

The execution however is extremely innovative. The airline has created actual kiosk stands in German cities, which sell items from different countries and cities around the world.

So far so good, except not did each kiosk have 3,500 items in stock, each one was linked upto four actual kiosks around the world (Hong Kong, Tokyo, Miami and New York) live.

Passers-by could talk to each vendor in real time who thanks to the digital screens looked like they were manning the actual booth. Once they requested an item, the kiosk owner pressed a button and it was delivered in Germany.

The items themselves were fairly unusual and were the kind of things that would get people talking - as well as taking pictures of them and sharing them. For example, they included both Lemonade with Wasabi (from Tokyo) and Pancake toothpaste (from Miami).

The campaign was developed by Lufthansa’s ad agency Kolle Rebbe, which has been working for the airline since 2011, and was responsible for its “Nonstop You” brand strap-line.

KEY TAKE-AWAY

As regular readers of this magazine will know, we’ve been sceptical of on-street and experiential campaigns in the past as there’s always the question of how do you get people who weren’t physically there to see it.

That wasn’t a problem here, this campaign had a real wow factor that meant it got extensive coverage in the German (as well as in trade). It also nicely underpinned the ‘nonstop you’ message by literally giving shoppers in major German cities the chance to interact with someone half way around the world.

Well done Lufthansa on coming up with, and carrying on with, a campaign that was really different and creative.