‍

Summary

Agency: MediaMonks

Client & Project: Lufthansa - Life Changes Places - Image Recogntition Web App

I served as the lead producer for a team tasked with creating a web app utilizing image recognition technology powered by Google Vision AI. My role encompassed overseeing every aspect of the project, including conceptualization, UX design, development, and deployment specifically for the German market.

The successful launch of the initial product garnered positive results, prompting us to proceed with a second-phase rollout. This expansion involved deploying the web app to 11 additional markets, including China, Argentina, the United States, Switzerland, and Mexico, among others. This broader deployment aimed to extend the app's capabilities and benefits to a global audience, leveraging the initial success to enhance its impact across diverse regions.

What was the challenge and how we tackled it

DDB Hamburg approached us to bring a brilliant concept they had envisioned to life. They tasked us with creating a web app that would utilize image recognition to analyze user-uploaded pictures and suggest transformative travel destinations worldwide based on the objects in those images.

Leveraging advanced technology, including Google Cloud Vision and sophisticated AI techniques, we designed and developed an innovative activation. This web app allows users to capture a photo of their current surroundings and receive personalized travel recommendations. These suggestions highlight destinations around the globe where they can travel with Lufthansa, offering them unique experiences that could potentially change their lives.

‍

‍

What I did

1. Organized a pre-production workshop to gather all UX and creative requirements for the project.

2. Managed pre-production tasks, including budget negotiation, timeline planning, and resource allocation.

3. Researched and negotiated various image recognition APIs, ultimately selecting Google Vision as the most suitable option.

4. Coordinated the UX, design, and development phases to ensure high-quality and timely delivery of the project.

5. Oversaw the localization process for 11 countries, including China, where the app was integrated into WeChat.

6. Served as the primary point of contact for the client throughout the entire project cycle.

7. Acted as the production lead, overseeing all aspects of the project's development from start to finish.

‍

The outcome

Millions of users discovered their life changing places thanks to this web app, and Lufthansa was so happy with it that it was subsequently rolled out to 11 more markets.

‍
Their hashtag, #LifeChangingPlaces, extended well beyond the scope of the campaign, trending on social media and garnering significant media attention. Prominent German outlets, including FAZ and BILD newspapers, GEO magazine, and the TV channel DMAX, covered their campaign extensively. Chris Burkard, one of the featured protagonists, even appeared on the renowned German talk show ‘Markus Lanz’ to discuss his #LifeChangingPlace on the Lofoten Islands. During the campaign, they achieved impressive metrics, including over 2.5 million page views, 400,000 visitors, and an average dwell time of approximately 3 minutes. Additionally, they recorded 1 million interactions and generated 22,000 leads.