Lufthansa wanted to help promote their new London to Frankfurt route. The brands issues were getting people to consider the airline over there low cost carrier competitors.

We approached the problem by focussing on the role of Frankfurt. With neither the glamour or fame of other European cities, it is ripe for discovery. By making Frankfurt come alive for people, we could help shift perception of Lufthansa’s flights to Frankfurt as a natural good deal.

There is a perfect platform to do this; Instagram. A first with the service, we would create a live feed of Instagram photos hashtagged #LoveFrankfurt streamed live onto billboards at Victoria station, showing in real time what a Frankfurt experience is like from it’s own inhabitants using Instagram.