Our Work

Live: Social Media | OOH | Experiential | VR | Gifting | Influencer

Clients: Eurowings, Europa-Park, Stuttgart Airport, and the State Tourist Board Baden-Württemberg

#FlyWithEd was an integrated marketing campaign, building on the narrative of the 2016 award winning #nextstop campaign, encouraging Londoners to discover the beautiful southwest region of Germany. Timed to capitalise on the UK school summer holidays, the campaign centred around a week-long VR experiential activation in Westfield Stratford City – with the brand experience extending further across OOH, social media, gifting, and influencer touch points.

We're extremely happy with the #FlyWithEd campaign concept and execution. collab-ed have a proven capacity to identify ‍‍‍media trends and an ou‍‍‍tstanding knowledge of the UK market - we look forward to future projects.

Manuela Spröwitz - Senior Manager Marketing International, Eurowings

The campaign ran over three weeks between 31st July - 20th August 2017, with the experiential week of 7th – 13th August chosen to capitalise on the increased footfall of the target family audience during the UK school summer holidays.

During this week, a replica Eurowings plane cross-section, with airport style check-in desk and queue line, occupied Westfield Stratford City’s prime activation area. The plane exterior displayed campaign artwork and hashtag #FlyWithEd, whilst the interior was equipped with two rows of airplane seats, each with their own VR headset and headphones, enabling six visitors at a time to participate in the experience: a specially produced, 4 minute 360º video immersing them in different regional locations. Boarding passes were distributed encouraging visitors to enter their details for a chance to win the trip for real and also learn more about the partner brands.

Additional campaign elements included print and digital OOH across Westfield Stratford City and Stratford International station; social media advertising and amplification of brand and user-generated content; gifting of VR cardboards and a free app download for visitors to also enjoy the experience at home; plus relevant social media influencers sharing their experience with their audiences.