Walk-in ads: Lufthansa sends smartphone users to New York and Hong Kong via virtual reality. Flights can be booked directly with these so-called "walk-in ads".
Adverts for long-distance travel are always beautiful to look at: Dreamlike scenery and exciting skylines. With the help of augmented reality, Lufthansa is now making sure that you can actually walk into them. Lufthansa calls a corresponding VR campaign "Walk-in-Ads", in which flights can be booked directly. Directly linked to this is a price campaign in which Hong Kong and New York - two of the top destinations in Lufthansa's route network - take centre stage.
Run into the advert with the app
The lead agency Kolle Rebbe and virtual reality specialist Headraft used Shazam's infrastructure for the realisation. This allows the walk-in adverts to be launched on the smartphone display without additional app downloads. Anyone who opens one of the adverts must then scan the floor with their smartphone. A gate then appears on the camera screen, through which the user can walk by taking a few steps forwards with their smartphone in hand.
From the app directly to the booking
And suddenly you are standing on a balcony high above the rooftops of Hong Kong or on the viewing platform of the Empire State Building in New York, while the sounds of the big city emanate from the loudspeaker. It is controlled via the smartphone's motion sensors. Depending on where the user moves, the view of the metropolises changes. Just like on a real journey, there is always something new to discover. If this gives you the travel bug, you can start the booking process directly in the ad.
"Augmented reality should not be an end in itself. We wanted to create an immersive experience that has added value for the user," says Benita Struve, Head of Marketing Communications at Lufthansa.
Lufthansa has been investing in virtual and augmented reality projects for some time now, as you can see in with us could read last year.
Source: wuv / horizont
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