Categories Name : Channel/Media Strategy

Sub-Category : Mobile Website

Entry Name (Campaign) : Time for New Horizons: Lufthansa via Xapads Media & Mindshare

Results

"The Lufthansa campaign, titled ""Time for New Horizons,"" is a testament to creativity, innovation, and tangible results in the digital marketing realm. Rooted in a strategic approach, the campaign effectively communicates Lufthansa's brand values and unique offerings through compelling storytelling. Central to its execution is the utilization of the our custom made FACE framework—focused on Heightening Awareness through Impactful Reach—which enables targeted and data-driven approaches to maximize campaign effectiveness.Through continuous optimization efforts facilitated by rigorous A/B testing, the campaign achieves outstanding results. Xapads provided a custom framework called FLY. Focus on Viewability - To enhance viewability, we targeted specific audience segments with precision. Focusing on individuals with travel apps or planning Europe trips, we used In-App Via OEM devices and desktops to optimize content visibility, leading to increased brand exposure. Leverage Brand Storytelling - ""Time for New Horizons"" effectively conveyed Lufthansa's brand values, unique offerings, and transformative experiences through powerful storytelling. We strategically targeted three locations (Frankfurt, Geneva, Rome) using contextual targeting, with ads shown when the area was 52% viewable. We did A/B Testing for three formats 300X250, 320x50 and 728x90 to figure out the best-performing one and optimize it. the best-performing size was 320x50 creative size Yield Brand Safety: We ensured brand safety by using IAS, a global leader in digital ad verification, to verify and stamp each ad creative. The best-performing creative received an impressive 94.31% pass rate, safeguarding Lufthansa's ads from potential harm. Results: 250 K+ Clicks 23.1 M+ Impressions 1.08% CTR