Lufthansa Promo, Case study MOLVANÎAN HAIRLINE by Wunderman Burrows Dusseldorf

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MOLVANÎAN HAIRLINE

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Industry Airlines, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Germany
Agency Wunderman Burrows Dusseldorf
Executive Creative Director Erik Backes
Creative Director Cornel Frey, Wolfgang Geis
Copywriter Miriam Grottke
Released May 2011

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: DEUTSCHE LUFTHANSA
Product/Service: AIRLINE/SPONSORSHIP OF EUROVISION SONG CONTEST 2011
Agency: WUNDERMAN
Executive Creative Director: Erik Backes (Wunderman)
Creative Director: Cornel Frey (Wunderman)
Creative Director: Wolfgang Geis (Wunderman)
Creative Supervisor Copy: Peter Oertl (Wunderman)
Creative Supervisor Art: Annette Pein (Wunderman)
Copywriter: Miriam Grottke (Wunderman)
Junior Art Director: Anne Basting (Wunderman)
Account Director: Markus Weißbarth (Wunderman)
Online Consultant: Michael Hirsch (Wunderman)
Media placement: Press release - 50 Official ESC journalists - April 27th 2011
Media placement: Microsites - facebook, youtube - April 15th 2011
Media placement: Live gigs - 16 different stages - April 28th - May 15th 2011
Media placement: Interviews - Center TV, BILD, Welt, msn.de ... - April 28th - May 15th 2011
Media placement: ESC Finals - ESC public stage - May 14th 2011

Summary of the Campaign

In 2011, the most important European music event (the Eurovision Song Contest/ESC) took place in Germany, with Lufthansa as one of the sponsors. Our brief was to develop a campaign, that:
• Set Lufthansa into a scene, in a strong & likeable way;
• Used the event to build up sympathy for the brand in a mainly young and party-oriented audience;
• Created buzz around Lufthansa’s sponsorship.

Challenges:
- Big events are sponsored by big companies. So what? The fact of sponsoring (and placing a logo somewhere) isn’t something that really attracts consumers' attention. Besides that, opportunities to place the sponsors were extremely limited. So we had to find something completely different that was new, attractive and thrilling enough for the audience to talk about Lufthansa.

Solution:
Instead of communicating it in a serious way, we created a joke, seriously played until the end. Lufthansa sent a 44th participant to ESC, 'Molvanîan Hairline', coming from the fake-country 'Molvanîa'.

Without seeding, Lufthansa achieved with Molvanîan Hairline:
• More than 20 interviews in international press and TV (i.e. an 8-minute-long feature at Russian ESC-TV);
• Thousands of views and comments on YouTube and Facebook;
• Hundreds of editorial contributions in leading newspapers and news-portals, including also the official ESC-Homepage;
• About 8m earned-media-contacts;
• And the highlight was the permission received for a gig of Molvanîan Hairline (in Lufthansa-outfits) on the official ESC-fanstage on the finals (with tens of thousands of visitors in the audience).

In several newspapers, Lufthansa and Molvanîan Hairline were declared 'winners of the hearts'.

The Situation
Lufthansa sponsored the Eurovision Song Contest event to leverage the brand image. But the sponsoring package didn’t allow much more than placing the brand’s name on some posters, which isn’t really a thing people will talk about.

On the other hand, the audience attending the ESC are very interested in cool and crazy stuff around music, which gave us a perfect platform for a campaign; by fulfilling this need, we created the buzz we wanted.

The Goal
Attract the audience’s curiosity and let them first talk about the content (Molvanîan Hairline) and afterwards about the brand, both in a positive and enthusiastic way.

Knowing that people tend to like in particular the sometimes strange and crazy performances of bands coming from smaller countries, we created our own contribution, a real band with a real song, coming from a fake country.

The Strategy
The strategy was simple:
We provided the people with what they wanted to see at ESC: A crazy pop-band from a crazy nation, very self-confident about winning the ESC. Of course everybody was aware that it must have been a joke and there isn’t a country called 'Molvanîa' – but that’s the perfect springboard for people’s curiosity: They should start to talk about the band and wonder about who could be behind it.

At the climax of this discussion, when many newspapers were already talking about the 'Molvanîans', we lifted the curtain, switched the complete campaign to Lufthansa and thus transformed the positive reactions about Molvanîan Hairline to the brand.

Execution
Starting points were a press-kit, sent to 50 journalists, saying that 'Molvanîan Hairline' will take part at ESC 2011, introducing bands and songs and encouraging the addressees to ask for interviews. Besides that, Molvanîan Hairline presented themselves on microsites on facebook and YouTube.

The band went to Dusseldorf 4 weeks in advance of the final event and behaved like all the real participants, doing promotions, playing gigs, etc. and in this way created a huge fanbase both attending the concerts but also following the band on facebook and Twitter.

Only 2 days before ESCs finals, 'the secret of singing Molvanîans' (as Germany’s biggest yellow-paper wrote) was disclosed.

Documented Results
Without seeding, Lufthansa achieved with Molvanîan Hairline:
• More than 20 interviews in international press and TV (i.e. an 8-minute-long feature at Russian ESC-TV);
• Thousands of views and comments on YouTube and Facebook;
• Hundreds of editorial contributions (on- and offline) in leading newspapers and news-portals, including the official ESC-Homepage;
• About 8m earned-media-contacts;
• And the highlight was the permission received for a gig of Molvanîan Hairline (in Lufthansa-outfits) on the official ESC-fanstage on the finals (with tens of thousands of visitors in the audience)

In several newspapers Lufthansa and Molvanîan Hairline were declared 'winners of the hearts'.