THE CAPTURED ORCHID by Wunderman Frankfurt for Lufthansa

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THE CAPTURED ORCHID

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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 Jörn Schäfer
Copywriter Jens Eichhorn
Producer Christian Bette
Released September 2009

Credits & Description

Category: Dimensional Mailing
Advertiser: DEUTSCHE LUFTHANSA
Product/Service: AIRLINE B2B LOYALTY PROGRAMME
Agency: WUNDERMAN GERMANY
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: WUNDERMAN GERMANY, Frankfurt , GERMANY
Entry URL: http://77.72.164.70/wm/einreichungen2010/lufthansa/blume/index.php?lc=en
Executive Creative Director: Erik Backes (Wunderman)
Creative Director: Cornel Frey (Wunderman)
Creative Director: Wolfgang Geis (Wunderman)
Art Director: Jörn Schäfer (Wunderman)
Copywriter: Jens Eichhorn (Wunderman)
Junior Art Director: Marcel Kretschmer (Wunderman)
Producer: Christian Bette (Wunderman)
Media placement: Mailing - Mailing - 01/09/2009
Media placement: Webside - Owned Media - 01/09/2009
Media placement: E-Mail (2nd Step) - E-Mailing - 01/09/2009

Describe the brief/objective of the direct campaign.
Task: One and only goal: Gathering the valid email addresses (permission included) of about 3,000 existing eXperts participants. Background: Two years ago these 3,000 participants installed a freemail account within the eXperts website, but they don’t use it. Regardless of the fact that the target group very often uses the website, they’re out of reach for urgent or targeted information. Target audience: 3,000 participants of B2B loyalty programme eXperts without a valid e-mail-address. 90+% female, age 30 +/-5 Marketing strategy: Putting the target audience under a kind of soft pressure rather than talk about the advantages of the programme.

Explain why the creative execution was relevant to the product or service.
We will send the code to free the plant by mail. If you don't give us the right address, this plant will die. So each and everything was about the communication goal. But on the other side we show the recipients, how much we appreciate them: Yes, it's a blackmail, but we said it with flowers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
"Give us the e-mail-address, or ...”. It’s a blackmail. But a friendly one. The participants – most of them girls – received a real orchid. But: The access was blocked by a locker – therefore you couldn’t give it any water. The combination of the numbers for the locker - the eXperts receive only by e-mail. Means: In return for their real e-mail account. On the website, after each log-in they got reminded of their real plant by an animation of a thirsty orchid.

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.
Communication:100% organic. Response: 97%. 2,912 valid e-mail addresses were gathered.