When an aircraft becomes the FAN FORCE ONE
The most powerful way to promote the prize was to turn it into the campaign itself.
Challenge
Bitburger’s World Cup promotion offered fans a flight to Brazil, but the prize needed to feel legendary before anyone had won it. A point-of-sale mechanic had to become a story people wanted to join.
Approach
We made the prize the campaign icon. An Airberlin Airbus became FAN FORCE ONE, connecting crown-cap collecting, packaging, retail communication, community, and the real journey in one unmistakable image.
Impact
The aircraft turned a promotion into a shared fan story, and the FAN FORCE ONE community continued to live online years after the 2014 campaign.
My contribution
As Art Director, I helped shape the campaign idea and its visual expression across the aircraft, point of sale, and supporting communication.
Credits
- Agency
- Jung von Matt/Alster
- Creative Director
- Simon Hiebl
- Art Director
- Jonas Schmidt