Lufthansa DM THE GREEN VISION EXPERIMENT by Wunderman Frankfurt

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THE GREEN VISION EXPERIMENT

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Industry Airlines
Media Direct marketing
Market Germany
Agency Wunderman Frankfurt
Associate Creative Director Peter Ahr
Executive Creative Director Erik Backes
Copywriter Anamaria Corcaci
Released May 2011

Credits & Description

Category: Direct Response Digital: Websites, Microsites & Banners
Advertiser: DEUTSCHE LUFTHANSA
Product/Service: AIRLINE
Agency: WUNDERMAN
Executive Creative Director: Erik Backes (Wunderman)
Associate Creative Director: Peter Ahr (Wunderman)
Creative Supervisor Copy: Karin Albers (Wunderman)
Senior Art Director: Matthias Herceg (Wunderman)
Copywriter: Anamaria Corcaci (Wunderman)
Account Director: Markus Weißbarth (Wunderman)
Media placement: Banner - lufthansa.com - 2 May 2011
Media placement: Microsite - Microsite - 2 May 2011

Describe the brief/objective of the direct campaign.
Give people an idea that Lufthansa really does a lot for the environment’s protection and force them to download Lufthansa's environmental report.
Challenge: air traffic means pollution – no doubt. But also undoubted is the fact that airlines are essential for the modern economy.
For decades now Lufthansa creates and realises small ideas independently from political restrictions and far beyond regulations, that in total help to reduce pollution dramatically.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
‘Green thinking starts within your mind’. To prove that the different concrete measures are the result of the appropriate thinking Lufthansa uses a physical phenomenon: The execution confronts the user for about 120 seconds with a full spread screen in red colour. After this time your brain automatically does what Lufthansa already did: it switches into the ‘green mode’, making consumers curious to learn more.

Explain why the creative execution was relevant to the product or service.

The experiment is the best evidence of Lufthansa's green-minded thinking and operations.
And it's a strong appeal to people's curiosity, forcing them to download the report.

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.
Since the microsite went live about 5,000 people gave feedback about it to Lufthansa. Of course there was also criticism and negative answers, but positive and constructive messages were predominantly. Nearly 300 suggestions for further improvement were also collected. About 400 people downloaded the Lufthansa Environment report.