Lufthansa DM AN UNUSUAL RELIABILTY TEST by Ogilvy & Mather Frankfurt

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Industry Airlines
Media Direct marketing
Market Germany
Agency Ogilvy & Mather Frankfurt
Executive Creative Director Michael Koch
Creative Director Christine Blum-Heuser
Art Director Bettina Josting
Copywriter Michael Buss
Released May 2009

Credits & Description

Category: Dimensional Mailing
Product/Service: FLIGHT TRAINING
Date of First Appearance: May 13 2009 12:00AM
Executive Creative Director: Michael Koch (Ogilvy Frankfurt)
Creative Director: Christine Blum-Heuser (Ogilvy Frankfurt)
Art Director: Bettina Josting (Ogilvy Frankfurt)
Copywriter: Michael Buss (Ogilvy Frankfurt)
Account Executive: Melanie Bonn (Ogilvy Frankfurt)
Management Supervisor: Meik-Oliver Vogler (Ogilvy Frankfurt)
Production: Bianka Elbert (Ogilvy Frankfurt)
General Manager Marketing: Axel Heidfeld (Lufthansa Flight Training)
Media placement: Mailing - Mailing To Airlines - 13. 05. 2009

Describe the brief/objective of the direct campaign.
Every airline has to send their pilots to flight training so they can keep their license. LFT (Lufthansa Flight Training) is a large provider of such training sessions and would like to increase their clientele.

Explain why the creative execution was relevant to the product or service.
Efficiency is one of the most important pain points for persons in charge of training within airlines. Our reliability demo clearly illustrates what Lufthansa Flight Training can offer:Highly efficient training.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Airlines need a smooth training process in order to avoid additional costs and adverse effects on their flight schedules. That is why we highlight the 99.8 % reliability of our flight simulators as the USP – each person in charge of training can test 100 ballpoint pens branded with the LFT logo which we send them. One of the pens doesn’t work. So our flight simulators are more reliable than the pens. And although we only have one contact person, our company name is spread nearly automatically among the pilots – thanks to the 100 ballpoint pens.

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.
22.7% of the airlines declared their concrete interest in LFT training – twice as many as expected.