“It’s not mobile marketing — it’s marketing in a mobile world …”
Digitas President Adam Shlachter dropped this knowledge-bomb during the session we hosted at IAB MIXX, and it was the perfect segue into the deep dive that Opera Mediaworks and Mindshare gave the audience right afterward.
The conversation focused on a just-launched campaign for Lufthansa – one that incorporated a sleek, new mobile ad unit called the “selfie.”
Technology took center stage as Nicole Incherchera, director of the Lufthansa account at Mindshare, and Scott Swanson, Opera Mediaworks’ President of Global Ad Sales, wove a tale of an integrated strategy that blended innovation, smart media-planning and even our current obsession with selfies.
Lufthansa wanted to target leisure travelers and build awareness of its “non-stop you” message. The new initiative was a bit of a departure from the airline’s existing campaign that focused on product shots of the planes and seats. Instead, the desire was to make people feel like Lufthansa was helping them with their journey – even if they were in the early planning stages and hadn’t chosen a destination.
Opera Mediaworks wanted to really tap into the technological power of a mobile device and create a unique user experience – not just an ad to click. So the team worked with Celtra to develop a rich-media unit that leveraged both the phone’s camera and touchscreen to “pull” the user into a digital vacation.
The creative outcome:
The resulting creative let users take a selfie (or use an existing one) and embed themselves into a picture of a popular travel destination like Rome or Paris. Naturally, there are options for social sharing built right in. And since the ad unit works flawlessly across experiences both on mobile web and in mobile apps, Lufthansa gets maximum distribution regardless of where potential travelers are researching their next vacation online.
It’s tech, meets branding, meets smart media-planning – most definitely the definition of marketing in a mobile world – and the campaign is live now if you want to see the ad unit in action.