Sweden is one of the darkest and coldest countries in the world, which makes it a bit harder to get up in the morning. It’s pretty much a 12-month long winter wish a few weeks of summer in the middle. We wanted to give people a more inspiring start of the day, while promoting Lufthansa’s wide range of destinations. We also wanted to connect with the target audience and establish a new channel of communication, in order to become a more thinkable choice for your next flight abroad. The solution: a free app that let’s you wake up anywhere in the world.

Anywake works as an alarm clock. In the morning, it wakes you up to the sound of a randomly selected city in the world. To turn off the alarm you have to guess which one. And if you get it right, you receive a discount on a Lufthansa flight plane ticket to that city. The app contains a variety of Lufthansa’s most popular destinations from all over the globe. The sounds are 60 seconds long and contain clues to where you are; such as music, references to famous places and hints of historical occasions. The destination-sounds are alternated with a standard-alarm of your choice, giving the application longer durability. If you use you app every day you will wake up somewhere about every other morning. By letting people wake up anywhere and connecting the experience to actual flight discounts; we were able to create both awareness for the brand and direct bookings. (Every right answer generated a discount-code that could be used while booking a flight at Lufthansa.com.) Anywake was launched as a beta-version on the Swedish market with literally no media budget. In 4 weeks the application got 2500 downloads, 300 000 hits on Google and was praised by both users and people in general on twitter, on travel-blogs, and more. Anywake was named app of the day on several forums and gained attention way beyond the limits of Sweden. As a matter of fact, the positive publicity worked as a wake-up-call for Lufthansa internationally and Anywake is about to be launched globally. It seams that people everywhere would like the to opportunity to wake up somewhere else in the morning.

Anywake works as an alarm clock. In the morning, it wakes you up to the sound of a randomly selected city in the world. To turn off the alarm you have to guess which one. If you get it right, you receive a discount on a Lufthansa flight plane ticket to that city. The app contains a variety of Lufthansa’s most popular destinations from all over the globe. The sounds are 60 seconds long and contain clues to where you are; such as music and references to famous local sites. The destination-sounds are alternated with a standard-alarm of your choice, giving the application longer durability. If you use you app every day you will wake up somewhere about every other morning. By letting people wake up anywhere and connecting the experience to actual flight discounts; we were able to create both awareness for the brand and direct bookings.

Anywake was launched as a beta-version on the Swedish market with literally no media budget. In 4 weeks the application got 2,500 downloads, 300,000 hits on Google and was praised by users as well as people on Twitter, on travel-blogs and more. Anywake was named app of the day on several forums and gained attention way beyond Sweden. As a matter of fact, the positive publicity worked as a wake-up-call for Lufthansa internationally and Anywake is about to be launched globally. It seems that people everywhere would like the to opportunity to wake up somewhere else in the morning.