This campaign, in cooperation with the Mercedes-Benz Museum, Sixt car rental, and Region Stuttgart tourist board, set out to continue raising awareness of Stuttgart Airport amongst UK travellers as the gateway to popular South German travel destinations. The concept at its core was to drive brand recognition via a highly personalised mobile user experience with additional OOH elements in support and to potentially continue the user journey.
Designed to highlight the offerings of the different partner brands and create a long-lasting impression through engaging personalised brand interactions, a gamified sponsored Instagram Story invited users to ‘Race the Runway’.
The Instagram Story saw an animated classic Mercedes-Benz race car, ‘sponsored’ with the partner brands’ logos, get ready to race down the runway and, for a chance to win a fun-fuelled petrolhead trip for two to Stuttgart’s Mercedes-Benz-Museum, users were asked to screenshot the nose of the branded race car as it crossed the finish line and then submit their screenshot via a customised landing page. The gamification element ensured that users seeing the sponsored Instagram Story were not merely consuming the content but actually engaging with it, thus elevating the brand experience. Users could also opt-in to receive future marketing – providing the partner brands with valuable qualified data capture.
In addition, digital OOH screens at Gatwick Airport featured the campaign two hours prior to all flights to Stuttgart Airport, enabling the campaign to reach an even wider audience - with the added opportunity of accumulated brand exposure to travellers having already seen the sponsored Instagram Story.
The sponsored Instagram Story ran from 5th–15th July 2018 and geo-targeted qualified audiences travelling via Gatwick Airport; those attending the 50th Anniversary Silverstone F1 Grand Prix; plus a wider UK demographic. The digital OOH screens ran throughout July to capitalise on the start of the UK school summer holidays.
Total reach of 939,472
3,491 clicks to landing page
A conversion rate
of 20.1%, resulting in
703 competition entries