Lufthansa DM CHINESE FOR BEGINNERS by Wunderman Frankfurt

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Industry Airlines
Media Direct marketing
Market Germany
Agency Wunderman Frankfurt
Executive Creative Director Erik Backes
Copywriter Miriam Grottke
Released August 2010

Credits & Description

Category: Best Low Budget Campaign
Advertiser: LUFTHANSA
Product/Service: AIRLINE
Date of First Appearance: Aug 1 2010
Entrant Company: WUNDERMAN, Frankfurt , GERMANY
Executive Creative Director: Erik Backes (Wunderman)
Creative Supervisor: Peter (Wunderman)
Senior Art Director: Annette Pein (Wunderman)
Account Director: Markus Weissbarth (Wunderman)
Copywriter: Miriam Grottke (Wunderman)
Junior Account Manager: Jens Knebel (Wunderman)
Media placement: Chopsticks - Chopsticks - 01.08.2010

Describe the brief/objective of the direct campaign.
Communicate the Lufthansa flights to China.
Facts: Lufthansa offers the most flights from Europe to China and has the most destinations in China itself, bringing you non-stop right into the town you want.
Target-group: German leisure-travellers.
Strategy: Targeted communication directly to Asia-interested people living in Germany’s international hubs, therefore cooperation with Asia-food-deliverers in the areas of Frankfurt and Munich.
Message: Lufthansa is the easiest way to China.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Chopsticks everybody can handle. A Lufthansa Clip turns usual chopsticks into a kind of tweezers – the perfect metaphor for the message “Lufthansa is the easiest way to China “.
The chopsticks were delivered with your Asian food-order by selected Asia-food-deliverers.
A sweepstake helped us to force response and get some data about the addressees.

Explain why the creative execution was relevant to the product or service.
Perfect metaphor for “Lufthansa is the easiest way to China”, bringing the message right to the point for a relevant audience.
Since one of Lufthansa’s core attitudes is “innovation”, the communication channel as well as the invention of “easy-to-handle” chopsticks is a perfect brand-fit.

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.
Circulation: 10,000 in the area of Frankfurt and Munich.
Response-generator: Online-sweepstake (free-flights to China).
Measuring: Data-comparison between sweepstake-participants and bookings on Lufthansa China-routes.
Result: 23% participation-rate on sweepstake.
387 of the participants booked a Lufthansa flight to China in 2010 (measurement ended mid of December 2010).
Conversion Rate: 3,8%.