Best Airline Online Campaign

Lufthansa's need was to develop a real personal experience that extends the brand positioning and its relevancy among their core target, Frequent (2+ trips per year) International Business Travelers by promoting Lufthansa's premium products and services. Key messaging had to deliver against the brand focus of "Premium" Airline, resulting in Lufthansa being thought of as the carrier of choice. The microsite, being used as the campaign "big idea", brought the premium offerings of Lufthansa to life in a visually compelling way without the logistical complexities associated with long duration location shooting. The site utilizes HD full screen video, technology rarely seen on the web, and Papervision 3D, to allow for Ryan to create a high-end dimensional home page visual. Couple this with the integration of a Google map to depict the full breadth of Lufthansa's network, a weekly/monthly/grand prize sweepstakes for traffic building, along with the integration of a Google Gadget for more sweep entries. Resulting in more than 2600+ downloads to an iGoogle page. Additionally, Lufthansa ran a targeted media buy using Ryan’s created Rich Media and Flash banners with a strong CTA for both sweeps and brand awareness messaging to drive traffic to the microsite. The campaign was very successful in both an awareness building and persuasive effort; achieving its goals of increasing aided awareness (4.3%) and unaided awareness (1.2%) for the US market, not to mention more than 7700+ book a flight clicks to drive reservations.

Contributors:

Executive Vice President:	Elise Wilfinger
Account Supervisor:	Lisa Demetrius
Creative Director:	Richard Coppola
Associate Creative Director:	David Berry
Senior Art Director:	Joseph Ansah
Senior Copywriter:	Alan Herzog
Senior Project Manager:	Bill Waters
Director of Technology:	Rob Gainer
Senior Flash Developer:	Jeff DePascale
Director Digital Analytics:	John LaPierre

RYAN IDIRECT

Location: USA