Have you ever had (or overheard) this conversation on a Monday morning?
“Hey, how was your trip last week?”
“Total nightmare. The flight was awful.”
And then the knowing nod from the first person, as they run through the various scenarios in their head: Flight delays. Overcrowded airport. Being stuck on the runway. Turbulence. Poor service from cabin crew, screaming kids or overly loud co-passengers, knees jammed up against the seat in front of you.
It’s like a montage of every “awful” flight you’ve ever had, and know you probably will have in the future, and it’s the exact reasons that no one looks forward to flying, especially long distance, when you are trapped with those conditions for long periods of time.
But if an airline tries to sell you on the premium seats, whether it’s an upgrade to Premium Economy or the full distance to Business Class, it can be difficult to justify that extra expense if you aren’t 100% certain of the experience you will receive.
How do you know that the benefits are worth the cost? That the service level, entertainment options and comfort features will meet your standard, or even exceed your expectations?
This has been a challenge that airline companies have been struggling with for decades. How do you effectively – and truthfully – show your customers what they are missing out on by not upgrading to a higher ticket level? Lufthansa faced that challenge when it added new benefits to its new Premium Economy Class now available on the Boeing 747-8, such as a new seat that gives passengers up to 50% more room and real porcelain tableware with their meal service.
With 3,600 seats in the European carrier’s long-haul fleet cabins, they were looking for a way to show consumers the true benefits of Premium Economy, and then drive new customers to book plane tickets at this higher seat level. And, since travelers have become so much more comfortable with researching, planning and booking travel from mobile devices even in just the past year, they knew mobile was the way to do it.
But how? One of the best ways to communicate a customer experience (vs. a brand concept or abstract idea) is through video. But traditional 30-second TV commercials that show the interior of a premium economy cabin don’t feel as trustworthy because they have a third-party perspective; it’s the director of the shoot, not the customer, who decides which areas to show and which parts of the experience to highlight. To orchestrate a more personal experience, Lufthansa decided to leverage a new partnership we have with Adtile Technologies to create an interactive 360° view of the interior that is fully controlled by the user.
Here’s how it works: A rich-media ad invites “all those who want more” to explore a 360° view of the airline’s Premium Economy Class cabin. It then opens up to a full-screen view, from which the user can virtually explore the different services and amenities available in-flight simply by tilting and rotating the device to mimic the turning of their head. Users can tilt, steer, dip, draw, pull, shake and rotate these types of ads in ways that feel natural, so it takes mobile ads beyond the screen, entertaining and engaging consumers in ways never imagined before. And, because it works across almost all web browsers available on smartphones today, it gives brands unparalleled coverage on scale.
See it for yourself:
Lufthansa is the first brand to use Adtile’s award-winning Adtile 360® unit on the Opera Mediaworks mobile ad platform, which touches 1.4 billion consumers globally. It is also the first airline to work with these 360° video ads – but after the results they received, we suspect they will not be the last.
The campaign, which ran for four weeks (early May to early June 2016) in apps on iOS and on the mobile web on both the iOS and Android platforms, delivered astounding results for the airline. While the click-through rate was on par with Opera Mediaworks platform benchmarks, the most important KPI for Lufthansa was engagement – and that is where the campaign performed far beyond the norm.
More than 1 in 4 (27.3%) users that clicked through to the unit interacted with the 360° feature, which is more than 5X the typical engagement rate for a rich-media ad unit. Even compared to benchmarks for gaming-specific units, it is nearly 3X the average.
Are these the kinds of results that you want for your brand? Ask us if Adtile 360 and Adtile Motion Ads might work best for your upcoming campaign by emailing email@example.com.
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