Air Berlin cabin crew
The idea was a simple one − for the first time ever, an advertising agency succeeded in delivering advertising messages over the PA system of an airliner. Media Consulta (MC) came up with the idea and Air Berlin agreed to allow their cabin announcements to become a broadcasting medium for the 10th Open Day of the German Federal Government. For this simple but effective idea, MC was awarded the 2009 German Media Award for the best inter-media idea.
For ten days, air hostesses and stewards on all Air Berlin flights flying into Berlin called attention to the Open Day 2008. This is an annual event in which the Federal Government of Germany extends an open invitation to the general public to visit the Federal Chancellery and obtain an inside view of the hallowed halls where decisions of national and international importance are taken every day. In the quiet minutes after landing at Berlin airport, for ten days running, the cabin crew invited a total of over 80,000 passengers to visit the Federal Chancellery, the Federal Ministries and the Federal Press and Information Bureau. The idea reached the passengers directly yet the media costs amounted to not more than €5 per flight, less than the cost of a soft drink on the plane. The jury of the German Media Award chose this innovative form of direct advertising for the Media Idea of the Year 2009. “Even frequent fliers listen attentively to cabin announcements. In proportion to the budget, the idea was very effective”, said jury member Andreas Bahr, Mediaplus’ Spokesman of the Board.
The German Media Award is considered to be the most prestigious award for media services in Germany. It is awarded annually by the communication magazine “Werben und Verkaufen” (“Advertising and Selling”). This is the second prestigious creative award won by MC this year, after it received the most important European adverting award EPICA in December 2008.
Credits:
Creative Director: Dr. Dominik Pietzcker
Media Planner: Eberhard Grenz
Account Executive: Dietmute Müller
Copywriter: Carsten Häder
Idea: Bernd-Oliver Käter
Photo:
http://www.prlog.org/
