Lufthansa DM MY MEMOIRS by Wunderman Frankfurt

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Industry Airlines
Media Direct marketing
Market Germany
Agency Wunderman Frankfurt
Executive Creative Director Erik Backes
Creative Director Cornel Frey
Copywriter Anamaria Corcaci
Released June 2009

Credits & Description

Category: Flat Mailing
Product/Service: AIRLINE
Date of First Appearance: Jun 3 2009 12:00AM
Entrant Company: WUNDERMAN GERMANY, Frankfurt , GERMANY
Executive Creative Director: Erik Backes (Wunderman)
Creative Director: Cornel Frey (Wunderman)
Creative Supervisor Art: Peter Ahr (Wunderman)
Copywriter: Anamaria Corcaci (Wunderman)
Account Director: Katja Sig (Wunderman)
General Manager Services: Michael Stickel (Wunderman)
Media placement: Mailing - Mailing - 03/06/2009

Describe the brief/objective of the direct campaign.
Task: Activation of 3,500 most frequent Miles & More participants to fly even more. Background: Regardless to more than 600,000 miles collected this high-revenue target group has the best growing potential and therefore at regular intervalls receives invitations for more flights with even more miles. Usual incentive: besides the miles there’s always a raffle of unusual things money can’t buy. Target audience: HON Circle Members, that’s 3,500 most valuable Lufthansa customers. Marketing strategy: Inviting to a “fly more Lufthansa” promotion with a sweepstake, where you can win something money really, really can’t buy. Objective: Loyalty. Using Lufthansa even more.

Explain why the creative execution was relevant to the product or service.
You (I mean: YOU) imagine: Go to a bookstore and see your own memoirs there. About the brand: Storytelling is both beginning and fulfilment of this promotion as it has to do with flying a lot. And: It's a sign of highest estimation to the most valuable target group Lufthansa has.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Win your own memoirs. The people we’re talking to are successful managers and absolute frequent flyers. Both qualifies them for “having a lot of stories to tell” – just like celebrities do in their memoirs. And that’s exactly what we make possible: Join the promotion, win your own memoirs – written by a professional ghostwriter, based on true facts and your real life. Look and feel of course is “celebrity writes memoirs”.

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.
1. Coming soon: The memoirs of Dr. Weymans – that’s the winner’s name. 2. Nearly 2,500 of the target-group joined – response rate 71%. ROI: 26.5