Lufthansa DM THE BIG BAG BAIT by Wunderman Frankfurt

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Industry Retail, Distribution & Rental companies, Business equipment & services, Corporate Image
Media Direct marketing
Market Germany
Agency Wunderman Frankfurt
Executive Creative Director Erik Backes
Creative Director Cornel Frey
Producer Helmut Homberger
Released September 2009

Credits & Description

Category: Ambient Media (Large Scale)
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: WUNDERMAN GERMANY, Frankfurt , GERMANY
Executive Creative Director: Erik Backes (Wunderman)
Creative Director: Cornel Frey (Wunderman)
Creative Supervisor Copy: Peter Oertl (Wunderman)
Junior Art Director: Annika Nink (Wunderman)
Junior Copywriter: Miriam Grottke (Wunderman)
Producer: Helmut Homberger (Wunderman)
Account: Stefan Erdmann (Wunderman)
Media placement: Shopping Bags - Dusseldorf Airport - 01/09/2009

Describe the brief/objective of the direct campaign.
Task: Strong but affordable promotion at Dusseldorf airport to point out the new WorldShop store. Background: Airport-promotions usually are expensive and complicated to organize, due to governmental laws. We wanted to save both money and time – and discovered a nice little loophole ... Target audience: All passengers departing from Dusseldorf on the day the shop opened – about 50,000+ people across all ages. Marketing strategy: Airport promotion to point out in a legal, but affordable way that the new shop is there.

Explain why the creative execution was relevant to the product or service.
It's a new and therefore cost-free interpretation of the well-known 'Sandwich-Man' advertisement. We simply replaced the sandwich poster with a XXXXXL shopping-bag and were from legal point of view out of the discussion to pay any fee for the promotion. Brand/product-wise the messages on the shopping bags carried all relevant information: the reason why for buying goods at Lufthansa WorldShop, and the details of where the shop is located.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Six students and big shopping bags (size 80 x 160 cm). Officially, the students were on their way to another German destination, flight leaving in the evening, but they were a little bit early giving them enough time for 'shopping' and 'walking around' afterwards. In fact, they presented our message a whole day long at the airport – and nobody could forbid it.

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.
Costs were just a little bit above 1,000€. For this price we reached about 50,000 people with the message. The new store had a lot of visitors that day and realized a turnover of tens of thoudands of Euro.