An integrated marketing campaign, building on the narrative of the 2016 award winning #nextstop campaign, encouraging Londoners to discover the beautiful southwest region of Germany. Timed to capitalise on the UK school summer holidays, the campaign centred around a week-long VR experiential activation in Westfield Stratford City – with the brand experience extending further across OOH, social media, gifting, and influencer touch points.
We're extremely happy
with the #FlyWithEd campaign
concept and execution. collab-ed
have a proven capacity to identify
media trends and an outstanding knowledge of the UK market -
we look forward to future projects.
Manuela Spröwitz - Senior Manager Marketing International, Eurowings
The integrated campaign ran over three weeks between 31st July and 20th August 2017, with the experiential week of 7th – 13th August 2017 chosen to capitalise on the increased footfall of the target family audience during the UK school summer holidays.
During the experiential week, a replica cross-section of a Eurowings plane, along with airport style check-in desk and queue line, occupied Westfield Stratford City’s prime activation area, The Gallery. The plane exterior displayed the campaign artwork and hashtag #FlyWithEd, whilst the interior was equipped with two rows of airplane seats, each with their own VR headset and headphones, enabling six visitors at a time to participate in the experience: a specially produced, 4 minute 360º video immersing visitors in various different locations. Boarding passes were distributed, encouraging Westfield Stratford City visitors to enter their details for the chance to win the trip for real and also learn more about the partner brands.
Additional integrated campaign elements included print and digital OOH across Westfield Stratford City and Stratford International station; social media advertising and amplification of both brand and user-generated content; gifting of VR cardboards and a free app download enabling visitors to also enjoy the experience at home; and the invitation of relevant social media influencers to take part and share their experience with their audiences.
Total reach of 5.8 million
15,000 one-to-one brand interactions
580,000+ social media engagements