Cross media Guerilla Attack..

The client

Condor Flugdienst GmbH is a subsidiary of Thomas Cook AG and offers short and long distance flights at attractive rates.

Starting point.. In 2004 the brand Condor was getting repositioned as low cost carrier The new range of services was hardly known Strong competition is requiring marketing that draws lots of attention our Tasks.. Maximum attention at the leading touristic trade show (FVW Congress in Cologne) without booking any classic banner ads Creating pragmatic, flexible, uncomplicated guerilla marketing ideas Increase the web traffic and sales at condor.com Condor marketing should become "talk in town" in Cologne Everyone dealing with flying should be confronted with Condor Our approach.. Creating the guerilla marketing idea "Floor & Wall Graphics" Examining the legal environment for the campaign (potential cost & other consequences) Organizing and building the required items for the campaign Organizing, training and coordinating the required "guerilla team" Placement of marketing messages at night with removable paint and stencils (gone after the next rain) at the opening day of the FVW Congress

Yeti Footprint - Cologne Convention Center Cologne inner city at night Cologne inner city early in the morning

An oversized Yeti footprint (inc. the URL and message of Condor) showed visitors the way to the convention center. A carnivals' hat was also used for the floor graphics.

The prints were also placed in the main shopping area of Cologne

Creation of communication and PR embedded into the campaign

Online PR campaign

Below the lineactivities on the web

Results..

High attention with trade show visitors, covering press and by passers in the inner city of Cologne

Formation of crowds around the footprints (traditional banners and flags were mostly disregarded)

Trade show organizers couldn't explain how "such a thing" could have happened

Numerous publications of the related communication and PR

No legal consequences or cleaning costs

Additional information (In German) is available through our press releases "Jede Jeck es anders – Condor es enmalisch" and "Der Yeti auf Kurztrip in Köln?!".

Statement from Uwe Klenovsky, Head of Marketing Communication Condor Flugdienst GmbH, about our cooperation..