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Campaign: Germanwings Preis-Leistungs-Flieger!

  • Communication with reach for attracting offers.

     
     
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    Facts & Figures

    Client
    Germanwings GmbH
    Branch
    Aviation
    Creative agency
    pilot 1/0 GmbH & Co. KG
    Length of campaign
    16.04. - 27.04.08
    Target group
    Reach

    The high reach of the WEB.DE and GMX portals brought us an increased brand awareness of more than 10 percent. The image of Germanwings also benefited from this: We are now perceived even more strongly as the high-quality airline among the low-cost carriers. This means that two important objectives were simultaneously achieved with the online campaign – to the great satisfaction of everyone involved.

    Thomas Labonde, Head of Marketing Germanwings GmbH

  • Mission

    Communication of the very low-priced spring offers by Germanwings - Flights Starting at 9 Euros - for bookings up to 27 April 2008.

  • Initial Situation

    With about eight million passengers and sales of almost 630 million euros in 2007, Germanwings is one of the leading low-cost carriers in Germany.
    Germanwings flew to more than 65 destinations throughout Europe during the summer of 2008. Within the scope of a price promotion in spring of 2008, flights could be booked starting at 9 euros. The airline wanted to make these very inexpensive prices known as widely as possible in the market and with potential passengers. The goal of the corresponding campaign was to increase the classic advertising-impact factors such as brand and advertising awareness.

  • Realisation

    Germanwings decided on attention-getting advertising formats that users are already familiar for its implementation: the WEB.Buster homepage on the start-up pages of WEB.DE and GMX, as well as the Super Banner and the Half Rectangle that were also placed on the homepages of WEB.DE and GMX. These proven guarantees of success were directed in a variety of ways throughout the entire reach of United Internet's WEB.DE and GMX portals.

  • Ergebnis

    • Increased brand awareness
    • Positive image transfer
    • Increased buying intent
    • Increased advertising recall

  • Conclusion

    The concept of relying on reach and established online advertising media was successful: The broad appeal to the price-conscious and online-affine WEB.DE and GMX users, as well as the use of very eye-catching advertising media, resulted in substantially developing the awareness and image of the Germanwings brand. At the same time, the campaign considerably increased the advertising awareness for these low-priced flight offers.

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