Lufthansa Promo, Case study LITTLE RUNAWAYS by Wunderman Berlin

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LITTLE RUNAWAYS

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Industry Airlines
Media Promo & PR, Case study
Market Germany
Agency Wunderman Berlin
Executive Creative Director Erik Backes
Creative Director Wolfgang Geis
Copywriter Miriam Grottke
Released August 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: LUFTHANSA
Product/Service: €99 FLIGHTS
Agency: WUNDERMAN
Date of First Appearance: Aug 1 2010
Entrant Company: WUNDERMAN, Frankfurt , GERMANY
Executive Creative Director: Erik Backes (Wunderman)
Creative Director: Wolfgang Geis (Wunderman)
Creative Supervisor Copy: Peter Oertl (Wunderman)
Senior Art Director: Annette Pein (Wunderman)
Account Director: Markus Weißbarth (Wunderman)
Copywriter: Miriam Grottke (Wunderman)
Produktion: Christian Bette (Wunderman)
Junior Art Director: Anne Basting (Wunderman)
Media placement: Sticker - Outdoor - 01.08.2010

Insights, Strategy & the Idea
Brief:
For 99€ including all taxes and fees premium-carrier Lufthansa offers you return-tickets for flights within Europe and Germany.
Even if this price was on the market for a couple of years now, lots of consumers still have the prejudice that Lufthansa is expensive and therefore see no relevance in the brand or its typical communication.
Strategy:
1. Use “a different way of communication” to break up the prejudice
2. Communicate the price of 99€.
Our starting point: Return-tickets for only 99€ – everybody’s now up (and away) for spontaneous trips.

Creative Execution
Idea:
A suitcase-shaped sticker turns human figures on traffic-signs, emergency-exits or public bathrooms into Lufthansa travellers. Impactful. Different. Fast.
Relevance:
1. Giving life to human figures on e.g. traffic signs is a break from standard perception.
2. It makes one curious and thereby guarantees to convey a message consumers would not have seen in other media.
3. Turning the figures on every corner into passengers makes clear: Everybody can afford Lufthansa flights.
Legal remark: In Germany it’s forbidden to “bond something on traffic signs”. This problem was solved by using a self-adhesive material that in a legal way is not a bonded joint.

Results and Effectiveness

Results:
The measure was realized in 3 of the 6 major Lufthansa-hubs in Germany (Frankfurt, Düsseldorf, Hamburg).
For measuring the effectiveness we compared the request for 99€-flights between these towns to similar towns where the campaign didn’t run.
Frankfurt vs. Munich (international hubs)
Düsseldorf vs. Berlin (strongest German competition)
Hamburg vs. Stuttgart (smaller hubs)
In the towns the measure took place the request for 99€-flights in average was 28% higher than in the other places.