PLANEMOB by Lukas Lindemann Rosinski for Germanwings

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PLANEMOB

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Industry Airlines
Media Promo & PR, Case study
Market Germany
Agency Lukas Lindemann Rosinski
Creative Director Bernhard Lukas, Arno Lindemann
Art Director Michael Mackens
Copywriter Tim Esser, Jan Hoffmeister
Released April 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: GERMANWINGS
Product/Service: BUDGET AIRLINE
Agency: LUKAS LINDEMANN ROSINSKI
Date of First Appearance: Apr 25 2010 12:00AM
Entrant Company: LUKAS LINDEMANN ROSINSKI, Hamburg, GERMANY
Entry URL: http://www.youtube.com/watch?v=kwM8bQ7Sk-A
Creative Director: Arno Lindemann (Lukas Lindemann Rosinski)
Creative Director: Bernhard Lukas (Lukas Lindemann Rosinski)
Copywriter: Tim Esser (Lukas Lindemann Rosinski)
Copywriter: Jan Hoffmeister (Lukas Lindemann Rosinski)
Art Director: Michael Mackens (Lukas Lindemann Rosinski)
Graphic Designer: David Soukup (Lukas Lindemann Rosinski)
Graphic Designer: Hannah Ziegler (Lukas Lindemann Rosinski)
Graphic Designer: Soen Becker (Lukas Lindemann Rosinski)
Media placement: Live-Stunt-Advertising - Live-Performances In Airplanes, Documentation-Viral E.G On Youtube, Blogs, Twitt - 24. April 2010

Results and Effectiveness
Hundreds of enthusiastic easyJet and Ryanair passengers flying around (no leakages). And a lot of online chatter.

Creative Execution
We checked four-man teams onto easyJet and Ryanair flights and in their hand luggage they had boards with speech bubbles on them. They followed a pre-rehearsed order and entertained the other passengers with the dialogue on the boards, commenting on the drawbacks of the competitors. The whole thing was filmed and put on video platforms such as youtube.com.

Insights, Strategy & the Idea
In the very competitive budget-airline market the flight fare alone is no longer enough to make you stand out from the crowd. Luckily, Germanwings has more to offer: more service, more comfort and fewer hidden costs. Our aim was to make these benefits clearer in comparison to competing companies. So we went straight to where our arguments would be immediately obvious: onboard flights of the largest competitors, easyJet and Ryanair. There we started the first airborne guerrilla campaign: The Germanwings Planemob.