Airline operator Lufthansa has employed augmented reality technology to drive awareness of its new Premium Economy seating.

The app, designed by London-based agency Space, is unusual in that it can be launched using a simple design drawn on paper by the user, rather than requiring a brand logo or other pre-existing image to launch.

Once triggered, the app uses AR to give users a 360 degree view of the new Premium Economy seats, enabling them to experience the extra space the new class grants intuitively, and allowing them to experiment with the chair, exploring the extra details and benefits for themselves.

The app also enables users to bring the extra space to life by filling up the seat with CGI animations of different objects inspired by destinations available on Premium Economy, such as cricket balls from Bangalore.

“having created a new and much higher standard for the Lufthansa Premium Economy offer it was only fitting to develop a world first mobile app to increase awareness,” said Becky Schmidt, manager for marketing and online in the UK and Ireland at Lufthansa. “Space has created this revolutionary new app to be both practical and fun, so that our customers can see for themselves the benefits offered by Lufthansas new cabin class.”

“The challenge for Lufthansa was to generate awareness of this new class simply and effectively,” said Mat OBrien, creative director at Space. “The app is an interactive way to drive home the benefits of Premium Economy by closing the physical and emotional space between customers and the brand. Weve delivered a world first for Lufthansa in the digital space that amplifies the Premium Economy offer whilst building brand intimacy in a fun, informative application.”