The Germanwings Corridor Targeting
Germanwings
Issue 34 | March 2015
Agency
Grey Dusseldorf
Creative Team
CCO: Fabian Kirner Creative Director: Alexandros Antoniadis Creative Director: Martin Venn Senior Concept Developer: Serdar Kantekin Director Media: Hamon Hedayati, Jan Guentner Art Director: Martin Maczurek Copywriter: Sophie Wolf
Production Team
Hogarth Worldwide GmbH Technical Implementation: Microsoft Deutschland GmbH Agency Producer: Dirk Fischer-Rau, Viola Habermehl
Other Credits
Music & Sound: Wilhelm Dukart Speaker: Florian M. Boeder Animation : Florian Alt CDO: André Schieck Account Team: Nils Ammann, Julia Reuber
Date
December 2014
Background
Germanwings a subsidiary of Lufthansa wanted a web special aimed at communicating flight offers in the digital space for the Christmas period 2014.
In partnership with Microsoft a new technology was developed: Corridor Targeting.
It enabled the pinpointing of the geographical locations of the Skype callers and the identification of the spatial connection between both participants and the display of tailor made flight offers that would bring them together. In this manner, not only did they find a new way for Germanwings to communicate their flight offers in a more interactive and direct way, but also a new business model was created for Microsoft/Skype.
Idea
On Skype couples and families were identified who were far away from each other and the emotional moment of their Skype chat was used. Tailor made flight offers were displayed to the callers in real time, in order to trigger them to book a trip to visit their loved ones over Christmas.