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Lufthansa uses App, competition for Premium Economy launch

Wednesday September 17, 2014 at 1:54pm
European airline Lufthansa has launched a world-first Augmented Reality (AR) app to drive awareness of its new class of seating, Premium Economy. To back the app launch, Lufthansa is running a competition offering the chance to win a pair of Premium Economy tickets to any destination it flies to. Users can enter by guessing the number of jelly beans that can fit in the space provided by Premium Economy class. The competition will run from the app’s launch until November 30 2014. The app aims to explain what Premium Economy is in a simple and engaging way, creating some virtual theatre around the key message, which is up to 50% extra space compared with economy seating. The app will be promoted via Lufthansa’s social media channels. The pioneering app, created by integrated agency Space, represents a new and innovative type of AR experience, designed to launch via a basic pen drawing on an A4 piece of paper – typically AR technology requires specific, pre-existing images to recognise, such as brand logos. Using an iPad or iPhone, users scan an A4 sheet of paper on which they’ve drawn their own design to launch the app. The new seat then appears on the screen in real-life ratio giving a 360 degree view and allowing customers to experience the space intuitively, by experimenting with the chair and exploring all the extra details and benefits for themselves. To further bring to life the extra 50% more room, users can experiment with filling up the seat space with CGI animations of different objects inspired by Lufthansa Premium Economy destinations such as cricket balls from Bangalore. Developed by Space in partnership with production studio Happy Finish, the Premium Economy AR app will be available for download on iPad this month, followed by the iPhone and nine new language versions later in the year. Becky Schmidt, manager, marketing and online, UK & Ireland, Lufthansa, says: “Having created a new and much higher standard for the Lufthansa Premium Economy offer it was only fitting to develop a world first mobile app to increase awareness. Lufthansa’s premium economy offer includes a number of great new benefits, but the most compelling is up to 50% extra legroom.” Mat O’Brien, creative director, Space, adds: “The app is an interactive way to drive home the benefits of Premium Economy by closing the physical and emotional space between customers and the brand.”
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