Cannes Lions

Lufthansa Inspiration Cam

DDB BERLIN / LUFTHANSA / 2019

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Overview

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Credits

Overview

Background

Lufthansa wants people to „Say Yes To The World“. However, what they say yes to has become limited with the rise of social media. Instead of exploring new places for themselves, people follow others on social media – and then follow them to the places they’ve seen on instagram. So we needed a way to make travel inspiration personal again.

Idea

What if users could get personalized travel inspiration right here and right now? Always insightful, always relevant? Asking this question brought us to our simple core idea: Show us where you are – and we’ll show you where you could be!

Strategy

Lufthansa believes that people are born explorers. So in order to get them to explore again,

we decided to incorporate a device they love and use heavily. Using the camera on their smartphones, they can now turn any situation into personal travel inspiration.

Execution

Most people use the camera of their smartphones daily. So we decided to turn the camera into a tool for communication. With the Lufthansa Inspiration Cam, users send in pictures which function as conversation starters. Each input picture is analyzed in regard to location, time of day, weather, colours, background, faces, moods, patterns, text, landscapes, activities, infrastructure etc. Additionally, millions of objects are detected as well – from asphalt to zebras. Each picture is then linked to a response that consists of two parts: a clever remark on the user´s current surroundings and a suitable idea on what else they could do in another part of the world. Thus, each snapshot is turned into personal travel inspiration.

Outcome

The international rollout of the campaign has only just begun, but there are some numbers that show we´re off to a great start:

650.000 visits within first month

130.000 requests sent to AI engine

3 minutes dwell time on average

Over 30% conversion to the booking engine

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