THE AIRBORNE CANDY by MRM Stockholm for Lufthansa

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THE AIRBORNE CANDY

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Industry Airlines
Media Direct marketing
Market Sweden
Agency MRM Stockholm
Executive Creative Director Johan Blomström
Copywriter Anders Berg
Released January 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: LUFTHANSA
Product/Service: AIRLINE
Agency: MRM STARSKY
Date of First Appearance: Jan 28 2010 12:00AM
Entrant Company: MRM STARSKY, Stockholm, SWEDEN
Creative Director/Art Director: Fredrik Hildebrand (MRM Starsky)
Copywriter: Anders Berg (MRM Starsky)
Final Art: Sofia Jägerström (MRM Starsky)
Final Art: Karin Johanson (MRM Starsky)
Account Manager: Ann-Sofi Gothefors (MRM Starsky)
Account Director: Annika Tersmeden (MRM Starsky)
Executive Creative Director: Johan Blomström (MRM Starsky)
Media placement: Direct Marketing Campaign - DM to travel agencies - 28/01/2010

Describe the brief/objective of the direct campaign.

A very important factor in Lufthansa’s success is to be top-of-mind and to have a good relationship with travel agencies to build strong sales. The strategy of the campaign was to try to enhance this relationship and become top-of-mind among the target group, and at the same time promote its big network of destinations. To achieve this, Lufthansa needed a creative direct marketing campaign to reach the travel agencies and their employees.

Explain why the creative execution was relevant to the product or service.
The execution is relevant to Lufthansa because it both promotes the airlines wide network of destinations and at the same time fulfils the current pan-European campaign theme focused on providing new experiences for Lufthansa´s end-customers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To solve the challenge, we created a direct marketing campaign based on the well-known luggage tags and candy from different parts of the world. Each different candy represented one of Lufthansa’s destinations and was typical for that geographical area. The luggage tag promoted the destination as well as Lufthansa´s wide network. The goal was to make Lufthansa top-of-mind among travel agencies employees and increase sales via travel agencies with 10%.

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.
The campaign has been very well received and has worked as an excellent way to keep Lufthansa in top-of-mind among travel agencies and their employees. During the campaign period, Lufthansa noticed an increase in sales via travel agencies with 22%, which exceeded the goal with 12%.