Complex task solved in an award-winning manner: Austrian Airlines has won the DPOK Award 2024 in the Traffic, Transport and Logistics category with the “Restfett” campaign developed and implemented by Virtual Identity.
The DPOK Award is considered the most important award for digital communication in the German-speaking world. An independent jury of more than 45 experts honours the best, most innovative and creative digital projects.
The aim of the campaign developed by Virtual Identity was to communicate the complexity of sustainable aviation fuel (SAF) made from used cooking oil in an understandable and humorous way, to raise awareness of CO₂-reduced flying with SAF and to educate the public about the benefits. Austrian Airlines strives to make their communication more emotional and authentic in order to reach people’s hearts.
The creative approach was based on typical Austrian charm and humour. The Austrian expression “Restfett” was used, including its double meaning between used cooking oil and residual alcoholisation: “Flüge g’sucht. Restfett ‘bucht”.
The campaign generated more than 15.4 million impressions with a target achievement of 107 % and a reach of around 2.4 million people. Comments were overwhelmingly positive, confirming the intended attention for the topic.
Austrian Airlines sees the results and the award as confirmation of their corporate philosophy.
We not only want to fulfil the needs and wishes of our guests for relaxation and inspiration, but also always take our responsibility seriously. The declaration of sustainable aviation fuel in a typically Austrian way fits in particularly well with our brand. The award in the transport category is a recognition for the whole team.
Michael Schmidt, Creative Director at Virtual Identity, commends Austrian Airlines’ initiative and the successful implementation of the ambitious approach: “We are pleased to have identified a solution to a topic of significant importance to the Austrian brand and society, which has often been the subject of considerable controversy. Our approach has generated understanding and a great deal of positive feedback.”
Paul Ukowitz accepting the award in Berlin on behalf of VI and Austrian Airlines, © Mirella Frangella // Quadriga 