FLIGHT SKETCHES by Wunderman Frankfurt for Lufthansa

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FLIGHT SKETCHES

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Industry Airlines
Media Direct marketing
Market Germany
Agency Wunderman Frankfurt
Executive Creative Director Erik Backes
Art Director Miriam Durrani
Released September 2010

Awards

Caples Awards 2011
Direct Mail & Print Direct mail, customer retention Bronze

Credits & Description

Category: Loyalty/Continuity Schemes
Advertiser: LUFTHANSA
Product/Service: AIRLINE
Agency: WUNDERMAN
Date of First Appearance: Sep 1 2010
Entrant Company: WUNDERMAN, Frankfurt , GERMANY
Executive Creative Director: Erik Backes (Wunderman)
Creative Supervisor: Peter Ahr (Wunderman)
Senior Copywriter: Karin Albers (Wunderman)
Art Director: Miriam Durrani (Wunderman)
Management Supervisor: Bernhard Beßendoerfer (Wunderman)
Production: Christian Bette (Wunderman)
Media placement: Mailing - Mailing - 01.09.2010
Describe the brief/objective of the direct campaign.
Birthday greetings from Lufthansa to the worldwide 4,000 owners of the black HON Circle card.
Target-group: Lufthansa’s best customers – HON Circle members, collecting at least 600,000 miles within 2 years.
Flexible mail dates, and a small but highly individual gift with a connection to airline/flying were mandatory for the idea.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
“My flights“ as original monotype-print (unique copy).
With a special developed software all flights of each Hon Circle member in 2009 were turned into a graphical picture and printed – so the gift is your personal route-map – as original monotype-print in circulation 1.
Explain why the creative execution was relevant to the product or service.
For the consumer: 1:1 communication – even if the idea is the same for all addressees, the execution couldn’t be more individual.
For the brand/status: The idea reflects perfectly what the HON Circle stays for. Highest estimation, best treatment, and all this done by an airline that brings you into every part of the world.
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.
For this is a loyalty-measure there was no call to action.
Anyway 630 HON Circle members gave their personal hotline a call just to say “thank you! “.