Austrian Airlines

Austrian Airlines wanted a campaign to alert potential flyers of a new direct route between Chicago and Vienna. The results will make you smile.


  • Make a splash in the windy city by showing travellers how they could get to Vienna in a waltz


  • A 20ft x 7ft magnetic wall was built, covered on one side in free magnets featuring the word Smile in ten different languages.
  • The back of the wall featured drawings by inner-city kids who belonged to the Big Brothers Big Sisters of Chicago program.
  • The wall was placed in two different locations over three days where we gave away the free magnets and encouraged people to interact with on-site brand ambassadors and learn about Austrian Airlines.
  • A dedicated website was created where people could upload pictures of their biggest smile and enter to win two round-trip tickets from Chicago to Vienna.
  • An online media campaign was executed over a month long period, driving traffic to both and to the Austrian Airlines website.
  • Perhaps best of all, we organized a partnership with Big Brothers and Big Sisters and donated $1 to them for every magnet given away over the weekend.

The Results

  • 300,000
    impressions generated by the physical smile wall
  • 14,000
    magnets distributed
  • 47,354,605
    total media impressions
  • 1,681
    photos uploaded to the microsite
  • 11,822
    total clicks directed to the Austrian Airlines website
  • 1
    very happy client!
Austrian Airlines