IS THIS ART? by Wunderman Frankfurt for Lufthansa

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IS THIS ART?

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Industry Airlines
Media Direct marketing
Market Germany
Agency Wunderman Frankfurt
Executive Creative Director Erik Backes
Creative Director Cornel Frey, Wolfgang Geis
Art Director Peggy Lanz
Producer Christian Bette
Released August 2009

Awards

Caples Awards 2010
Other Media Ambient/Guerrilla marketing Bronze

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: DEUTSCHE LUFTHANSA
Product/Service: AIRLINE
Agency: WUNDERMAN GERMANY
Date of First Appearance: Aug 28 2009 12:00AM
Entrant Company: WUNDERMAN GERMANY, Frankfurt , GERMANY
Entry URL: http://77.72.164.70/wm/einreichungen2010/lufthansa/galerie/index.php?lc=en
Executive Creative Director: Erik Backes (Wunderman)
Creative Director: Cornel Frey (Wunderman)
Creative Director: Wolfgang Geis (Wunderman)
Creative Supervisor Copy: Peter Oertl (Wunderman)
Art Director: Peggy Lanz (Wunderman)
Junior Copywriter: Miriam Grottke (Wunderman)
Producer: Christian Bette (Wunderman)
Account: Gabriele Sanin (Wunderman)
Media placement: Paintings - Galleries - 28/08/2009
Media placement: Promotion-Cards - Galleries - 28/08/2009
Media placement: Banner - Internet - 28/08/2009

Describe the brief/objective of the direct campaign.
Task: Link cultural events (like Festival of Museums) to Lufthansa’s 99€ flights within Germany and Europe in potential customers minds. Goal: More sales on all German/European routes. Measurement: a special promotion code, redeemable only via the Lufthansa website. Especially for this target group Lufthansa signed a cooperation with Germany’s most important art-galleries. Target audience: Culture vultures – people with a good income, interested in arts & culture & travelling. Marketing strategy: Grab attention by combining the identified interests of the target audience with a price offer and using highly frequented places of the target audience as touch points.

Explain why the creative execution was relevant to the product or service.
Touchpoint/Message: We only reach the defined audience - and use exactly the right visuals that audience like to see and expect to be there, making sure they'll watch and read. Visual: Looks like art, but is in fact nothing but the price of 99€. Relevance/Brand: Link between touchpoint and European Lufthansa destinations (great museums/art exhibitions). Measurement included - descriptions include individual internet promotion-codes.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Like German artist Joseph Beuys once said "everyone’s an artist“. Lufthansa gave the potential customers an exhibition of artificial price-offer paintings. The subjects were showed only the 99€ paintings, painted in different modern art styles, framed and exhibited in art-galleries and museums. The difference between the real art & the advertising only became obvious by reading the painting’s description.

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.
We reached an audience of about 600,000 people at initial costs of less than 3,000€ 5,000 promotion codes were redeemed, leading to an additional turnover of about 500,000 €.