South Africa or South America? Which destination to choose? Both! Lufthansa offered Milan's citizens and tourists the opportunity to discover two intercontinental destinations - perfect choices for a long winter trip with IGPDecaux.
The Out Of Home (OOO) campaign for the promotion of the two tourist destinations included 2 branded bus shelters located in Largo La Foppa and Largo Cairoli, near the Sforza Castle in Milan. Respectively dedicated to South America and South Africa with green installations, the entire structures of the bus shelters were decorated with palms and shrubs, creative digital floor graphics and a 55-inch screen continuously showcasing the typical settings and animals of the two destinations.
The images reproduced on the two urban furniture systems inspired passers-by to take off with their imagination and totally immerse in the atmospheres of the two continents, inviting them to choose Lufthansa as their flight operator for their next journey to an exotic destination.
The roofs of the two bus shelters were also adorned with two animal mock-ups associated with the two destinations: a wonderful toucan South America and two giraffes for South Africa, which, at the end of the campaign, were donated to a charity.
During the two weeks of the campaign, Lufthansa asked passers-by to take selfies in the bus shelters, post them and try their luck to win a flight ticket (for two people) to one of these dream destinations. The activity was led by 2 promoters who remained all day in the vicinity of the shelters together with 2 Lufthansa hostesses throughout November 3rd and 4th.
The Lufthansa campaign was promoted in collaboration with Brand Solutions by IGPDecaux, Italy’s leader in OOH communication, together with the media agency Mindshare.
All the creative work for Lufthansa was done and adapted by Studiò, the in-house agency of IGPDecaux, and developed by Lufthansa's creative agency Accenture Song.
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