Lufthansa: My Island

Credits & Description:

Advertiser: DEUTSCHE LUFTHANSA
Agency: WUNDERMAN GERMANY
Category: Travel, Entertainment & Leisure
Account Lead: Bernhard Beßendörfer (Wunderman)
Art Director: Mario Wurzrainer (Wunderman)
Executive Creative Director: Erik Backes (Wunderman)
Creative Director: Wolfgang Geis (Wunderman)
Creative Supervisor Copy: Rita Spielvogel (Wunderman)

Execution
Designing your personal 'island of dreams' is something very appealing to everybody. But what's usually nothing more than a game in this case has a relevant outcome: Offers that match exactly with what you're dreaming about.And this is a perfect fit to Lufthansa's claim 'Nonstop You'.

Implementation
Just a game: design your own island of dreams – to be configurated on the Lufthansa Holidays website.Via a menu different options were clickable and manifested themselves afterwards on your island as landscapes, buildings or accommodations. Click by click the island became more specific, more individual, until finally it really was My island. After that the user could ask Lufthansa for specific offers.

Outcome
More than 41,000 islands were created,More than 19,000 people demanded future information, based on their island’s specific configuration.And they received offers that really would fit into their personal expectations about the perfect holiday.

Client Brief Or Objective
The Challenge:Everybody expects something different from their next holiday. If one could foretell exactly, what these individual holiday-dreams look like, offers could be much more concrete, specific and relevant. Therefore we identified people’s holiday dreams – unintrusive by gamification.