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Lufthansa Claims World First with Augmented Reality App for Premium Economy

Lufthansa will allow prospective travellers to explore its Premium Economy seats and extra legroom with an augmented reality app.
The airline is claiming a world first, since its latest app does not require a specific logo or image to activate it. Most augmented reality (AR) apps, such as Blippar, only work when triggered by a brand logo or shape.
The app was created by digital agency Space and is now available to iPad and iPhone users running iOS 7 or later. Users who download the app will be prompted to grab pen and paper and “draw something that flies” – although any doodle with sufficient contrast will work.
Users can then scan the drawing with their phone to see an AR Premium Economy seat pop on their screens.
The idea is to promote the 50% extra legroom offered with Premium Economy seats, so users can rotate the chair to see different features, and even fill up the extra space with virtual reality objects, such as cricket balls.
Via: Brand Republic 

Crop Circles Advertise HBO’s The Leftovers

HBO in the Netherlands has unveiled a gigantic crop circles advertising the TV series The Leftovers in the wheat field near Amsterdam Schiphol airport.
The circles display the text “What if your pilot disappeared?” and can be seen by passengers of international flights leaving from Schiphol.
The Leftovers is a new HBO series created by Damon Lindelof, who found fame with Lost. The new series takes place in the wake of a global ‘rapture’ and centers on the people who were not taken but were left behind in a suburban community.
The advertisement covers a field of 365 x 120 meters and runs parallel to the A4 motorway near Schiphol. It took more than 120 hours to create.
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Via: Broadband TV News

Emirates Promotes New Aircrafts Targeting Gatwick Passengers

In early June Emirates became the first carrier to regularly fly A380s into Gatwick; we created a campaign that promoted the additional capacity of these aircrafts and the expanded destinations flown.
The two-week campaign which runs until the 22nd June, spans across OOH, press and online and reinforces the perception that Emirates is a modern brand, leading the way in aviation. The campaign messaging allows us to shout about the ‘new news’ that Emirates regularly fly A380s into Gatwick, whilst also serving to leverage market share drivers such as safety and modernity.
In order to promote Emirates new aircraft flying out of Gatwick, Posterscope executed a location-specific campaign featuring over 97 different pieces of copy across numerous different OOH formats and environments. The campaign features regional OOH across large formats in order to raise awareness in an impactful way. By overlaying our mapping tools onto the Gatwick catchment, and utilising postcode data, we were able to identify the highest populated areas within a 60 minute drive of Gatwick. This ensures we target the most relevant areas. Using ‘Planner,’ our proprietary algorithm based optimiser app, data was combined for planning the most relevant formats in the market and audience delivery was reported through Route data.
A Victoria Station Domination is also being used to provide significant standout in the hub station for Gatwick airport. This key commuter station targets anyone heading towards Gatwick, with over three million potential passengers passing through it each fortnight.
In addition to this, geo-targeted press titles and online placements as well as digital activity are being used to support OOH.
This campaign was planned and booked with Posterscope and Havas, with creatives by Geometry.

Boeing Draws Giant Super Bowl Message in the Sky

Before the Seattle Seahawks took on the Denver Broncos in Super Bowl XLVIII on Sunday night, Seattle-based aircraft giant Boeing had one final send-off for their hometown team.
Taking advantage of a test flight opportunity for one of its new 747-8f cargo planes, Boeing provided a custom paint job and flight plan to send an aerial message. Painted with the Seahawks blue and green colors, the freighter traced a giant “12” over eastern Washington state in homage to the Seahawks “12th Man” – the name given to the fans at CenturyLink Field known for decibel-crushing crowd noise.
While you couldn’t actually see the “12” in the form of a smoke trail or banner simply by looking up, the stunt could be witnessed and tracked in real-time on FlightAware.com. The test flight took roughly five hours to complete, and spanned nearly 100 miles east-west and north-south.
“We had an opportunity to do this number 12 while we’re doing this functional check flight, so we blended the two together,” Len Quiat, a Boeing Flight Test Director, told USA Today. Boeing, which pulled a similar stunt with the release of its 787 Dreamliner a few years ago, used its JetPlanner software to integrate the entire plan.
The Seattle Seahawks, to the delight of Boeing, ended up routing the Denver Broncos for Super Bowl XLVIII by a score of 43-8 in front of an estimated record audience of 111.5 million viewers in the U.S.
With the fight for audience attention coming at a premium – $4 million for a 30-second spot during the game this year – perhaps Boeing has uncovered a new form of guerrilla advertising.
Via: psfk