LONDON – Splendid Unlimited, experience design and technology agency, working with creative partner Atomic London, is playing a key role in an innovative worldwide campaign launched for long-time client Star Alliance, the world’s leading airline alliance.
To celebrate 20 years of connecting people and cultures, Star Alliance and its 28 member carriers are running a global competition where customers can share their favourite cultural experiences with other travellers for a chance to win a million frequent flyer miles* from their selected Star Alliance Frequent Flyer Programme (FFP). All 21 Star Alliance FFPs are participating in the competition which ends on July 31st, 2017.
Building on nearly four years of ground breaking creative digital work with Star Alliance’s creative agency, Atomic London, Splendid Unlimited collaborated to create this global digital campaign experience. Key features and developments include:
- Taking advantage of the existing design language, and templates specifically designed to hold campaigns, Star Alliance was able to launch the campaign on their main digital platform – historically these would have had to have been housed on a micro-site;
- Design and build of a Cultural Experiences Map that is central to the competition, with over one million customer interactions to-date, providing customers from all over the world with an interactive map of tips and experiences from other savvy Star Alliance frequent travellers;
- A unique creative photo tool that takes a portrait photo of the person, and uses that as a mask and merges it with a photo of their cultural experience. This uses over 20 creative filters to merge the two photographs together programmatically;
- The masking process uses a number of algorithms to cut the person out, including Microsoft Cognitive Services face API to recognise the face, colour sampling of the person to better differentiate them from the background and edge detection. We then used this as a mask to create the final image.
The competition is available in all nine Star Alliance digital platform languages: Chinese (Simplified), Chinese (Traditional), English, French, German, Korean, Japanese, Portuguese and Spanish.
Judging will be carried out independently, by among others, Star Alliance’s 20th Anniversary partner, National Geographic, and winners will be announced on September 28th, 2017.
Upload your favourite cultural experiences via the tool for your own chance to win a million miles! For more information or to enter, visit www.staralliance.com/mileagemillionaire.
* Some FFPs are offering alternative/comparable prizes. Full Terms and Conditions can be found at: www.staralliance.com/mileagemillionaire.
