COMMUNICATION A LA CARTE by Wunderman Frankfurt for Lufthansa

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COMMUNICATION A LA CARTE

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Industry Airlines
Media Direct marketing, Promo & PR, Case study
Market Germany
Agency Wunderman Frankfurt
Executive Creative Director Erik Backes
Art Director Miriam Durrani
Copywriter Anamaria Corcaci, Christian Mueller-Horrig
Released August 2010

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: LUFTHANSA
Product/Service: AIRLINE
Agency: WUNDERMAN
Date of First Appearance: Sep 1 2010
Entrant Company: WUNDERMAN, Frankfurt , GERMANY
Entry URL: http://www.milesandmore-aktionen.de/guided-tour/?l=en
Executive Creative Director: Erik Backes (Wunderman)
Creative Supervisor Art: Peter Ahr (Wunderman)
Senior Copywriter: Karin Albers (Wunderman)
Senior Art Director: Matthias Herceg (Wunderman)
Art Director: Miriam Durrani (Wunderman)
Copywriter: Christian Mueller-Horrig (Wunderman)
Copywriter: Anamaria Corcaci (Wunderman)
Management Supervisor: Bernhard Beßendoerfer (Wunderman)
Account Director: Katja Sig (Wunderman)
Media placement: QR-Code Installed at Terminal - QR-Code Installed at Terminal - 10.09.2010
Describe the brief/objective of the direct campaign.
Brief:
Develop a measure for Miles & More, that :
1. Brings new participants into the programme (preferred from competitive airlines).
2. Shows versatility, opportunities and benefits of Miles & More in a fast and differentiating way.
In brief: people should grab the blue card and at the same time learn, what‘s in it.
Target group: Passengers using other airlines other than Lufthansa.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Idea:
A QR-code built of 1,400 Miles & More cards, shown as an installation in the middle of the heart of the competition (Terminal2 Frankfurt Airport).
The QR-code leads directly to a web movie, where we show by animation, what‘s behind each and every Miles & More card.
Explain why the creative execution was relevant to the product or service.
Relevance:
The card is everything – and the card makes the difference to other frequent-flyer programs. So the idea differentiates in no-time from competitors and makes the measure fast and unique.
Communicating this way lets consumers experience the there’s “More” behind the card – literally.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Result:
1. From September until December 2010 12,000 new participants were generated via this campaign touch point.
2. The online-based guided tour was watched by 80,000 people.