Flughafen MUC
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Classic Campaign
Details
Relaxed Parking transforms the parking garage at Munich Airport from a functional service area into an emotional brand moment. By staging slowed-down scenes within the real usage context, a stress-related start to the journey is turned into a positive beginning of the customer journey. The physical touchpoint becomes an experiential brand space, embedding service quality and a premium atmosphere immediately before departure.
The Jury‘s Statement
Where parking is usually communicated through price and proximity, mediaMEANS for Munich Airport starts with how the beginning of a journey is perceived. "Entspannend Parken" ("Relaxing Parking") turns a functional offering into a classic campaign with a clear guiding idea, everyday visual comparisons and a tone of voice that creates new closeness within existing brand parameters. Its cross-channel execution anchors the service as a brand moment precisely where impressions of the rest of the journey begin to take shape.
