Travel / Tourism / Transportation
Reviving the image of Lufthansa in its home country while establishing the brand as the world’s most reliable airline for fast, low-cost flights to major cities worldwide.
Strategy and Media Used:
The campaign ran during winter, when Germans are most inclined to escape the cold and travel. Using rotatable, 360-degree virtual video panels, passers-by could immerse themselves into some of the world’s most exotic destinations right from where they stood. Powered by gyro and GPS data, and with a built-in camera, each Travel Compass would project the viewers into the screen and let them explore their virtual surroundings.
Over 280 people virtually visited their dream destinations every day. In total, more than 6,700 passers-by engaged in the Travel Compass experience, which represents a total of 13 fully occupied Airbus 380 aircrafts – the world’s largest civilian passenger planes. The activation was awarded an Innovation Clio and recognized as an outstanding VR installation by Horizont.