The flying classroom
Promotion idea:
Flying is a dream for all children and a fascinating topic for many adults. On the occasion of remake of Erich Kästner's classic movie "The Flying Classroom" this dream became reality for two German school classes! They won a fligh aboard a commercial airliner and were given a very informative and fun lessen about why airplanes fly and simply won't just fall from the skies.
Execution:
Together with various brand partners (including Deutsche BA, Qoo, Milky Way and others) a creative contest for schoolchildren was developed. Classes needed to send in creative works around the topic of flying. Media partners for the promotion were German national broadcaster ZDF and kid's magazine GEOlino. In order to provide excellent integration into regular classes in German schools throughout the country a dedicated team of educators developed special teaching materials so that teachers were able to implement the contest right into their given corriculum.
Result:
- over 3,200 registered teachers
- over 340 creative works sent in
- call to action on the web site of the Bavarian Ministry of Education and Cultural Affairs
- 6 television teams aboard the airliner (including ARD Brisant, RTL, ZDF, Bavarian Broadcasting, Kika, Southern Baden Television)
- enormous and very positive response in print and radio
- over 34 million achieved contacts
, 
, 
, 
, 
, 
, 