A lot of airlines offer online seat reservation as an optional service. A lot of them even allow their customers to reserve the seats before they have completed the payment. Eurowings, as a low-cost airline, are always looking for smart and creative advertising solutions that help them promote their cheap long-haul prices. Therefore, the objective was to persuade potential customers to change their minds about their airline selection, when they are the most open to it - which is at the moment of booking. That’s why we decided to use the competitors’ own booking systems and hijacked them as an advertising medium for Eurowings – a stunt that has never been done before and that has opened up a whole new world of online advertising.

First, we instructed people to go on our competitors' websites (e.g klm.com, airfrance.com, airberlin.com). In advance, we had prepared detailed seat maps that precisely showed the "bookers" which seats they had to reserve. Then, they simply selected competing flights on selected dates that Eurowings also offered, reserved the right seats and went further in the booking process until the payment window popped up. Then, instead of entering the credit card information, they simply closed the window and started all over again, until the message was readable. The result of this approach was that the seats were blocked for several hours - free of any charge. "Fly Eurowings" was then readable for all potential customers that wanted to book this flight within the next hours, which created free advertising for Eurowings’ cheap flights.