Our Work

Lufthansa

By September 13, 2019 No Comments

Intro

ANCHOVY. was approached by Lufthansa Frankfurt, following the agency’s positive outcome with Lufthansa Dubai & Lufthansa Malta, and was tasked to deliver a fully holistic digital campaign and experience by driving the message out there to clients and potential clients; that Lufthansa will be rolling out the high quality Wi-Fi – FlyNet® on board any continental flight, focusing on the Dutch market.

The Concept

BREAKDOWN

With the new approach and strategy taken by Lufthansa to drive direct traffic and bookings, the campaign’s focus was on using the onboard Wi-Fi – FlyNet® as a ‘Carrot’ in front of people when they select the airline which they will use when travelling to their next destination.

The logic of the campaign was not to be focused on solely a raffle but the campaign must have involved further logic. The campaign’s focus was on pre flight customers, targeting them when they are at home, at the office, surfing the web. The campaign was also focused on during the flight experience to spread the word and devise a campaign which links the in flight Wi-Fi to the person on the ground.

The Concept

BREAKDOWN

With the new approach and strategy taken by Lufthansa to drive direct traffic and bookings, the campaign’s focus was on using the onboard Wi-Fi – FlyNet® as a ‘Carrot’ in front of people when they select the airline which they will use when travelling to their next destination.

The logic of the campaign was not to be focused on solely a raffle but the campaign must have involved further logic. The campaign’s focus was on pre flight customers, targeting them when they are at home, at the office, surfing the web. The campaign was also focused on during the flight experience to spread the word and devise a campaign which links the in flight Wi-Fi to the person on the ground.

INSIGHT

The goal of the campaign was to tell a story and create an experience – not selling a product. The team researched how the campaign could reach and connect with the Netherlands by interviewing actual Dutch people. An interesting and common factor from the results is the insight that Family is important for the Dutch. With this insight the campaign took the approach of focusing on Humanity – not on individuals.

INSIGHT

The goal of the campaign was to tell a story and create an experience – not selling a product. The team researched how the campaign could reach and connect with the Netherlands by interviewing actual Dutch people. An interesting and common factor from the results is the insight that Family is important for the Dutch. With this insight the campaign took the approach of focusing on Humanity – not on individuals.

WHO ARE WE REACHING?

The target audience was anyone on board the aircraft, it being a family, millennial/generation-z, business travelers or elderly people. Everyone has a connected device on them when travelling which could establish a connection with the on board Wi-Fi – FlyNet®.

The young empowered business traveler

The pragmatic intercontinental traveling family

The savvy leisure traveler

The jet-setting leisure traveler

The uncomfortable business traveler

The routine continental business traveler

WHO ARE WE REACHING?

The target audience was anyone on board the aircraft, it being a family, millennial/generation-z, business travelers or elderly people. Everyone has a connected device on them when travelling which could establish a connection with the on board Wi-Fi – FlyNet®.

The young empowered business traveler

The pragmatic intercontinental traveling family

The savvy leisure traveler

The jet-setting leisure traveler

The uncomfortable business traveler

The routine continental business traveler

WHAT DOES FLYNET® ENABLE THEM TO DO?

This direction served as an inspiration to the campaign, steering away from generalistic benefits like working, learning and relaxing on the aircraft. FlyNet® enables our target audience to connect with their mother, father, cousins, friends, associates, colleagues – anyone.

NEVER MISS A SPECIAL MOMENT

This campaign focused on those special moments that help us to bond with one another; special occasions or milestones we experience in our lives, such as graduation, anniversaries and even our first steps.

The campaign consists of the relatable style of video chat application layouts to visualise that connectivity is possible on Lufthansa aircrafts.
It was decided to also include localised elements to resonate stronger with the audience.

Sharing these moments online has never been easier and now with FlyNet we can always be connected.

NEVER MISS A SPECIAL MOMENT

This campaign focused on those special moments that help us to bond with one another; special occasions or milestones we experience in our lives, such as graduation, anniversaries and even our first steps.

The campaign consists of the relatable style of video chat application layouts to visualise that connectivity is possible on Lufthansa aircrafts.
It was decided to also include localised elements to resonate stronger with the audience.

Sharing these moments online has never been easier and now with FlyNet we can always be connected.

The Plan

THE TARGET OUTCOME

The plan was to create a series of GIFs containing interactions of an individual with his or her loved ones, on ground – One constant person is getting video called by their friends/family member or colleague. It was important to capture these moments in a relatable way. The twist at the end is that the image transitions and it is revealed that this person is on board a lufthansa aircraft connecting with people through FlyNet®.

SCENE 1

The initial scene contains an interaction between the 2 people in that particular scenario. In this part of the scene, it was important to include Dutch elements subtly & not so prominent. Making it naturally appealing to the Dutch market.
The main character was to be photographed in a similar position as on the plane.

SCENE 2

The second scene was the same for each and every GIF. The only difference was that the person in the camera view on the bottom right.
When each loved one was to be photographed for the camera view, it was important to keep in mind that this will mimic them holding a camera.

The Plan

THE TARGET OUTCOME

The plan was to create a series of GIFs containing interactions of an individual with his or her loved ones, on ground – One constant person is getting video called by their friends/family member or colleague. It was important to capture these moments in a relatable way. The twist at the end is that the image transitions and it is revealed that this person is on board a lufthansa aircraft connecting with people through FlyNet®.

SCENE 1

The initial scene contains an interaction between the 2 people in that particular scenario. In this part of the scene, it was important to include Dutch elements subtly & not so prominent. Making it naturally appealing to the Dutch market.
The main character was to be photographed in a similar position as on the plane.

SCENE 2

The second scene was the same for each and every GIF. The only difference was that the person in the camera view on the bottom right.
When each loved one was to be photographed for the camera view, it was important to keep in mind that this will mimic them holding a camera.

SHOT LIST

SHOT LIST

MOCK UP TEST

MOCK UP TEST

Photoshoot

SCENE 1

For Scene 1 ANCHOVY. asked Lufthansa to set up a photoshoot in one of their hangers in Frankfurt using the interior of an aircraft. The team then proceeded to find the right model to be the main character of the campaign. After which the process of deciding on the shot list, wardrobe and lighting initiated. When everything was planned and scoped out, the photoshoot occurred in Frankfurt and to secure quality, in the event that the photographer had any inquiries, ANCHOVY. was present for the photoshoot.

Photoshoot

SCENE 1

For Scene 1 ANCHOVY. asked Lufthansa to set up a photoshoot in one of their hangers in Frankfurt using the interior of an aircraft. The team then proceeded to find the right model to be the main character of the campaign. After which the process of deciding on the shot list, wardrobe and lighting initiated. When everything was planned and scoped out, the photoshoot occurred in Frankfurt and to secure quality, in the event that the photographer had any inquiries, ANCHOVY. was present for the photoshoot.

SCENE 2

Scene 2 consisted of searching for a number of locations and different models since every interaction was distinct. Utilising street viewers we located locations in Frankfurt that have a similar aesthetic to Amsterdam to result in relatable visuals for the dutch market. Subsequently the shoot was relinquished after a budget cut coming from the client.

SCENE 2

Scene 2 consisted of searching for a number of locations and different models since every interaction was distinct. Utilising street viewers we located locations in Frankfurt that have a similar aesthetic to Amsterdam to result in relatable visuals for the dutch market. Subsequently the shoot was relinquished after a budget cut coming from the client.

The Result

In spite of not having the second scene, a series of eye catching depictions still needed to be created related to the same concept. The redirected plan was to result in static imagery to create envision story at one glance. The resulting composition is a split screen consisting of the main character and the loved one. This outcome delivers different messages through the static images, however there is one that stands out from the rest. Connecting people with FlyNet®.

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