Ich flieb’s! or That’s fly!: Eurowings launches humorous and ironic brand campaign

Germany

Value airline presents new brand essence “More ease for everyone”.

“Ich flieb’s!” or “That’s fly!” – this is the title of the new Eurowings brand campaign, which will be shown on TV for the first time tonight during prime time. The campaign launch marks a milestone in the evolution of the Eurowings brand, which is currently undergoing a comprehensive repositioning.

As part of this realignment, Eurowings has revised its brand architecture. The focus is on a new brand model and the clearly defined brand core “More ease for everyone”. This core message runs through all facets of the campaign and reflects the positioning of Eurowings as a leading European value airline. With “That’s fly!”, Eurowings conveys this effortlessness in a likeable and authentic way – both to its own employees and to the public.

The aim of the repositioning is to strengthen the emotional bond with Eurowings and sharpen the profile of the value airline. With its high-quality services at attractive prices, Eurowings now stands out very clearly from the low-cost airline segment. “Our new brand essence ‘More ease for everyone’ very precisely reflects both the essence of our rational customer benefits and their emotional significance for our guests,” explains Dirk Otto, Head of Marketing at Eurowings. “With the ‘That’s fly!’ campaign, Jung von Matt SPREE has succeeded in communicating our vision creatively and succinctly. Building on this, we want to communicate in a bolder, more humorous and strikingly different way than the competition going forward and develop the Eurowings brand into a love brand.”

Henning Lisson, Executive Creative Director at Jung von Matt SPREE, adds: “Eurowings has the potential to evoke positive emotions through its clear positioning and strong communication. ‘That’s fly!’ expresses this effortlessness in a likeable way and shows that Eurowings can look at itself with a wink and a smile.”

The core elements of the campaign are cinematic ‘hero’ assets that focus on different target group segments and the smart Eurowings features that are tailored to them. Eurowings is relying on a broad media distribution of the humorous and ironic productions: the TV premiere will take place tonight during prime time. Further releases will follow in cinemas, on streaming platforms and on social media such as YouTube and Instagram.

Watch the TV spot here