PLACE INVADERS by Lukas Lindemann Rosinski for Germanwings

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PLACE INVADERS

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Industry Airlines
Media Promo & PR
Market Germany
Agency Lukas Lindemann Rosinski
Director Kai Klinke
Creative Director Jakob Kriwat
Art Director Michael Mackens
Copywriter Tim Esser, Jan Hoffmeister
Account Supervisor Konstanze Kievenheim
Released March 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: GERMANWINGS
Product/Service: AIRLINE
Agency: LUKAS LINDEMANN ROSINSKI
Date of First Appearance: Mar 9 2011
Entrant Company: LUKAS LINDEMANN ROSINSKI, Hamburg, GERMANY
Chief Creative Officer/Creative Director: Arno Lindemann (Lukas Lindemann Rosinski)
Chief Creative Officer/Creative Director: Bernhard Lukas (Lukas Lindemann Rosinski)
Creative Director: Jakob Kriwat (Lukas Lindemann Rosinski)
Art Director: Michael Mackens (Lukas Lindemann Rosinski)
Copywriter: Tim Esser (Lukas Lindemann Rosinski)
Copywriter: Jan Hoffmeister (Lukas Lindemann Rosinski)
Account Supervisor: Konstanze Kievenheim (Lukas Lindemann Rosinski)
Account Manager: Daniela Stephan (Lukas Lindemann Rosinski)
Graphic Designer: Dennis O. Mensching (Lukas Lindemann Rosinski)
Director: Kai Klinke
Media placement: Promotion - ITB - 09.03.2011

Describe the objective of the promotion.
With over 11,000 exhibitors, the ITB is the world’s biggest and most important tourism fair. The low-cost-airline Germanwings wanted to be represented there, BUT they didn’t have the budget for an expensive stand. It was our task to find a creative promotion idea how Germanwings could get the attention of the visitors and get in touch with them, without being at the fair.

Describe how the promotion developed from concept to implementation.
Our promotion idea was based on the target group: business travellers like to communicate where they are – with a check-in at Facebook Places, so we decided to conquer the whole fair with a virtual promotion. Therefore we created more than 100 Facebook Places for real existing exhibitors, each with a hidden message from Germanwings. Every time a visitor was looking for a place to check-in or checked in at one they got in contact with Germanwings, and became a Germanwings promoter themselves by checking-in, as they spread our message to all their Facebook Friends.

Explain why the method of promotion was most relevant to the product or service.
Germanwings is positioned as the “clever low-cost-airline”. So it was consequently not to be represented as all the other airlines with a traditional and expensive trade exhibition stand, but to surprise the visitors with a hidden message. Furthermore the idea fits perfectly with the insight of the business target group.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We created 103 places. All places together generated 239 check-ins. At an average of 120 Facebook friends this meant 24,617 contacts. But furthermore Germanwings got a lot of attention at the fair: wherever you looked for a spot to check-in on the 160,000 m2 big fair site you could see lots of our places. So we achieved for 0 Euros 239 direct responses and positioned Germanwings to more than 24,000 people as the clever low-cost-airline.