Space was given a brief to explain Lufthansa’s premium economy offering through ‘virtual theatre’ in a simple and engaging way.
After drawing "something that flies" on a piece of paper, iPhone and iPad users will be able to scan in the picture through the app to reach the virtual experience. Lufthansa claims this is the first time an AR app can be triggered without a predesigned logo or shape.
Once launched, a new airplane seat appears on-screen in a real-life ratio, giving a 360-degree view that allows prospective customers to explore the space. They will be able to experiment with the chair and fill the seat space with CGI animations of different objects inspired by Lufthansa’s Premium Economy destinations, such as cricket balls from Bangalore.
Becky Schmidt, marketing and online manager at Lufthansa, UK and Ireland, said: "Having created a new and much higher standard for the Lufthansa Premium Economy offer it was only fitting to develop a world first mobile app to increase awareness. Space has created this revolutionary new app to be both practical and fun, so that our customers can see for themselves the benefits offered by Lufthansa’s new cabin class."
Mat O’Brien, creative director at Space, added: "The challenge for Lufthansa was to generate awareness of this new class simply and effectively. The app is an interactive way to drive home the benefits of Premium Economy by closing the physical and emotional space between customers and the brand.
"We’ve delivered a world-first for Lufthansa in the digital space that amplifies the Premium Economy offer whilst building brand intimacy in a fun, informative application."
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