The Drum Awards for Marketing - Extended Deadline

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Agency: DDB Latina
Client: Lufthansa
Date: Dec 2019
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Instagram is filled with travel inspiration. In fact, 48% of Instagram users rely on Instagram photos and videos to help them choose their next destination. And after a few minutes of scrolling through the photos tagged #travel on Instagram, who wouldn’t want to visit and experience these places for themselves?

Taking it one step further, Lufthansa wants people to be able to use Instagram for more than just travel inspiration. The airline is leveraging their Instagram account (@lufthansa_usa) to give people the chance to book the trip they have been dreaming about and #SayYesToTheWorld with their DM Destination contest.

Starting 9 December, @lufthansa_usa will post images of the nine DM Destinations - Cairo, Tel-Aviv, Amsterdam, and other surprising international locations that Lufthansa flies to. The images will be featured on the airline’s US Instagram profile over the next few days. To enter, people will DM @lufthansa_usa and explain why they want to ‘Say Yes’ to that destination. Lufthansa representatives will review the submissions and judge them on their creativity, originality and connection to the destination. The winner of each DM Destination photo will receive two round-trip Premium Economy tickets booked through Instagram. These tickets will not only enable the winners to visit a new city, they also will allow them to experience a quality flying experience in Lufthansa’s premium economy seats.

In addition to winning a pair of round-trip premium economy tickets for themselves and a guest, the brand will enhance the winners’ Lufthansa experience with surprise and delight moments before take-off.

As part of Lufthansa’s 'Say Yes To The World' global campaign, the DM Destination activation is meant to raise US customers’ awareness of all the breathtaking places the brand can take them to. DM Destination was created by DDB New York and the contest will be supported with paid ads on social media and digital assets. The contest runs through 17 December.

Credits

CLIENT: Lufthansa

Andreas Gassler – Head of Marketing, the Americas

Jeanine Ricci – Marketing Manager, the Americas

Lara Plutzer – Social Media Manager, US

CREATIVE AGENCY: DDB New York

Ari Weiss - Chief Creative Officer, DDB Worldwide

Derek Barnes – DDB New York, Chief Creative Officer

Lisa Topol – DDB New York, Chief Creative Officer

Jeff Prince – DDB New York, Head of Account Management

Ritu Sharma – Global Business Director

Caroline Uffelman – Account Director

Austin DeJonge – Senior Art Director

Andrew Beckman – Senior Copywriter

Alex Danks – Strategist

Taylor Cohen – Senior Digital Strategist

David Fisher – Chief Production Officer

Elizabeth Stebner – Integrated Producer

PRODUCTION COMPANY: Cool Dry Place

PRODUCTION COMPANY: Votigo

MEDIA AGENCY: Mindshare New York

Fred Parachini – Client Lead

Lauren Poplawski – Sr Associate

Shelby Estevez – Associate

Alexandra Geisler – Director Digital

Justin Kim – Manager Digital

Roy Zhou – Sr. Associate Digital

Zaim Zaheer – Associate Digital

MEDIA AGENCY: Mindshare Content +

1. Greg Manago, President

2. Patrick Lylo, Head of Strategy

3. Heidy AbdelKerim, Social Strategist

4. Benjamin Chiang, Art Director

INFLUENCER PARTNERSHIPS: Influentia