慕尼黑,2018 年 2 月 9 日——值此百年之際, 漢莎航空集團(Lufthansa Group)重新設計並發布了其最新企業形象。總部位於慕尼黑的品牌體驗機構 Avantgarde前衛諮詢 在法蘭克福和慕尼黑舉辦的「Explore the new」主題活動中,為約 3000 名賓客呈現了一場驚豔世人的揭幕。活動旨在讓所有參與者共同加入活動設計。由 Avantgarde前衛諮詢 開發的數字交互工具 MAX 打造的沉浸式體驗使活動參與者更好地探索全新漢莎航空的世界。
(Munich, 9.2.2018) On the occasion of the 100-year anniversary of the crane the Lufthansa Group is redesigning its corporate identity. The Munich-based brand experience agency Avantgarde staged the presentation for the about 3,000 guests at an event with the theme of 『Explore the new』 in Frankfurt and Munich. The focus was on all event participants designing the evening together. The digital interaction tool MAX, which was developed by Avantgarde, accompanied them on their journey to the new Lufthansa world.
漢莎航空集團重新定義了它的高端品牌形象,將人作為其思考和運營的中心。漢莎航空將從 2018 年開始,遵循「Explore the new」的口號。Avantgarde前衛諮詢 為漢莎航空集團的員工、精選客戶以及媒體代表舉辦了一場獨特的活動:嘉賓們在漢莎航空的世界裡進行了一次聯合之旅。
The Lufthansa Group redefined its look as a premium brand, making people the centre of its thinking and operations. Lufthansa is starting the year 2018 by following the motto of 『Explore the new』. Avantgarde staged a unique event for employees, selected customers as well as media representatives: the guests went on a joint journey through the world of Lufthansa.
藉由 Avantgarde前衛諮詢 開發的數字交互工具 MAX,模糊了數字於現實之間的邊界。該工具是一款基於瀏覽器的移動定位和信息工具,用於用戶和品牌之間的情感接觸點。參與者通過自己的智慧型手機積極參與到夜晚的設計中。「我們創造了一個獨特的平臺,讓每一個人都成為當晚這件大事的一部分,在開始的時候,用戶在數位化的夜空中被自己的名字所包圍。」 Avantgarde前衛諮詢 的管理合伙人 Guido Emmerich 介紹道。前衛諮詢將這個平臺嵌入在漢莎航空公司的飛機機庫中。客人們深深地投入到新的品牌標識中,成為了新品牌價值的發現者與見證者。
They were accompanied by MAX, a digital interaction tool developed by Avantgarde which blurs the boundaries between digital and analogue. The tool is a browser-based mobile orientation and information tool which makes for emotional touchpoints between user and brand. The attendants were actively involved in designing the evening via their own smartphones. 『We have created a unique platform which made every single person a part of something big that evening. Right at the beginning the users were welcomed by name as shooting stars in the digital sky』, says Guido Emmerich, Managing Partner of Avantgarde, describing the event. This platform was embedded in the Lufthansa cosmos which the brand experience agency built in an aeroplane hangar for this evening. The guests plunged deep into the new brand identity and became discoverers of the new brand values.
此次活動的焦點不僅僅是漢莎航空的數位化旅程。活動的舉辦地在法蘭克福,約有 2000 名員工參加現場活動,與此同時,活動在慕尼黑現場直播時也有近 1000 名慕尼黑的觀眾共同通過其智慧型手機參與到設計夜空的環節。當晚活動最大的亮點是:德國漢莎航空公司的波音 747-8 以漢莎航空全新形象揭幕,同時法拉克福機場還降落了一架初次以全新塗裝亮相的漢莎航空空客 A321。在短暫停留後,A321 再次起飛前往慕尼黑。
The focus was not only on a digital journey through the world of Lufthansa: the event took place both in Frankfurt with about 2,000 employees and as a live broadcast in Munich, where almost 1,000 attendants also actively participated in designing the evening via their smartphones. The highlight of the evening was the joint unveiling of the Lufthansa Boeing 747-8 in its new design and the simultaneous landing of the first repainted Lufthansa Airbus A321 at Frankfurt Airport. After a brief stopover the A321 took off again to fly to the event in Munich.
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About Avantgarde
關於 Avantgarde前衛諮詢
Avantgarde前衛諮詢 是一家國際營銷代理,成立於 1985 年,在全球共設立了 10 個辦公室,超過 400 名員工遵循「Creating Fans」的理念,創造出讓世界各地的人們興奮的品牌體驗。Avantgarde前衛諮詢 總部設在慕尼黑,同時在柏林、德勒斯登、科隆、杜拜、倫敦、聖保羅、上海、維也納和蘇黎世等地設有辦事處。
Avantgarde is an international marketing agency. It was founded in 1985. More than 400 employees at ten sites follow the guiding principle of 『Creating Fans』 to generate integrated brand experiences that excite people all over the world. In addition to its headquarters in Munich, the agency has offices in Berlin, Dresden and Cologne as well as international offices in Dubai, London, São Paulo, Shanghai, Vienna and Zurich.