Case
Study
To celebrate and advertise Lufthansa’s newest nonstop service from San Diego to Europe, surprise OOH video projections appeared on buildings throughout San Diego’s Gaslamp Quarter, while a nearby pop-up lounge welcomed and engaged with consumers and VIPs.
150K+
consumer impressions
2,000
lounge visitors
2
event days
5000+
consumer interactions
Objectives
Deliver an integrated experiential program that announces Lufthansa’s new nonstop service from San Diego to Frankfurt, while:
- Introducing the brand to a new market
- Enhancing the Nonstop You brand campaign
- Creating new potential customers and brand advocates
- Reinforcing the brand’s premium image and warm-hearted value proposition
Solutions
A takeover of San Diego’s heavily-trafficked Gaslamp Quarter included:
- The Lufthansa Departure Lounge, featuring:
- Instagram photo opp
- European getaway sweepstakes
- European food, wine and beer tastings
- Guitarists playing European café music
- Street teams canvassing the Gaslamp Quarter announced the arrival of Lufthansa and distributed “boarding passes” as tickets to the Departure Lounge
- Out-of-home projections highlighted Lufthansa’s newest nonstop route
- In man-on-the street style engagements, consumers were asked to pronounce German aviation terms, creating great social media content
