| Title | ARE YOU KLAUS-HEIDI? |
| Brand | LUFTHANSA |
| Product/Service | AIRLINE TICKETS |
| Category |
A10. INTEGRATED CONTENT CAMPAIGN |
|
Entrant Company
|
DDB STOCKHOLM, SWEDEN
|
|
Contributing Company
|
DDB STOCKHOLM, SWEDEN
|
Credits
| Jerker Fagerström |
Ddb Stockholm |
Executive Creative Director |
| Magnus Jakobsson |
Ddb Stockholm |
Creative Director |
| Fredrik Simonsson |
Ddb Stockholm |
Creative Director |
| Daniel Vaccino |
Ddb Stockholm |
Copywriter |
| Joakim Khoury |
DDB Stockholm |
Art Director |
| Patrik Pagréus |
DDB Stockholm |
Art Director |
| Jens Thelfer |
Ddb Stockholm |
Copywriter |
| Daniel Mencák |
Ddb Stockholm |
Art Director |
| Oskar Pernefeldt |
|
Art Director Assistant |
| Katarina Mohlin |
Ddb Stockholm |
Digital Producer |
| Katarina Bäcklund |
Ddb Stockholm |
Account Manager |
| Charlotte Lusiak |
Ddb Stockholm |
Account Director |
| Christoffer Mård |
Ddb Stockholm |
Digital Planner |
| Alexander Ekman |
DDB Stockholm |
Web Developer |
| August Björnberg |
DDB Stockholm |
Web Developer |
| Martin Runfors |
Ddb Stockholm |
Web Director |
| Christian Björnerhag
|
DDB Stockholm |
Retouch |
| Tor Westerlund |
DDB Stockholm |
Graphic Designer |
| Andreas Fabbe |
DDB Stockholm |
Technical Director |
| Simon Strand |
Simon Strand Pr |
Pr |
The Campaign
Branded entertainment is a growing source of brand communication but in Sweden, it has mostly been used by larger international brands with large budgets. In the Swedish airline game branded entertainment has been used restrictively, and without any real impact or success. The current situation on our specific market was that Lufthansa was involved in a fierce price war with SAS, Norwegian and others on the Stockholm-Berlin route. Everyone has been screaming price, price, price; without any efforts to connect emotionally with consumers, our create content that can build a long-term relationship with the audience. To win over customers and make Lufthansa synonymous with Berlin we created an inspirational storyline that offered the dream of a new life: in exchange for a new name. Changing the traditional mix of digital and outdoor price-focused messages to a inviting and inviting personal challenge, we made the consumer the main character our content. It was all about you: Klaus-Heidi.
Results
By selling the dream of Berlin rather than the cheap Berlin Lufthansa wanted to grab an emotional advantage on the competitive Stockholm-Berlin Route. Playing off Swedes love for the city, we offered up one free new life including a one-way ticket, a pre-payed apartment and everything you needed to start fresh. The catch? You had to prove your dedication by legally changing your name to Klaus-Heidi, a gender-bender double name fit for the modern Berliner. The challenge was launched through an integrated campaign with digital, direct and PR, but no bought media. Klaus-Heidi made headlines in The Economist, Spiegel, Huffington Post, Russia Today, Fox and many others: reaching over 240 million impressions. During its peak it stood for 25 % of mentions of Lufthansa’s brand in social media globally.
42 Swedes changed their names. 41 had to settle for a VIP Lufthansa Silver Card. The winner Klaus-Heidi Andersson got an official welcome from Berlins Mayor, who coincidently, is named Klaus.
The campaign was launched througt an integrated campaign led by promotion, content and a challenge: Do you love Berlin enough to change your name? The campaign-site featured a promotional film, selling the dream of Berlin and declaring the dare. At the site the viewer could check out hos or her new life in detail, grab a discount to Berlin or simply download a legal name-change-application and apply directly to become Klaus-Heidi. The site sold the dream of Berlin and invited the consumer to step into Klaus-Heidi’s shoes. The promotional film was used to draw attention via Lufthansa’s YouTube-channel and FB-group.
A simple dare that according to the Economist sounded like “a bar bet” became an international success. Lufthansa sold out an Airbus 319 based on sales from the site. 1100 people downloaded the name-change-application. 42 Swedes changed their name to Klaus-Heidi. 41 got a VIP-card with 10 000 points as consolation (which equals a return trip to NY), the winner got a welcome from Berlins Mayor, a free food sponsor in German food chain Kaiser, several job offers in Berlin and much more. One simple challenge gave Lufthansa 42 ambassadors for life. The campaign got 240 million impressions, not counting the people we reached via TV broadcasts. Klaus-Heidi made the news in over 30 countries and was a re-occurring topic on Swedish and German national TV. During its peak it stood for 25% of Lufthansa’s mentions in social media globally and was the main driver to Lufthansa.com behind Google. Magnus Engvall, marketing specialist at Lufthansa and the client, summarized the campaign with the following words.
"We did not only engage the whole world, we brought the two nations of Sweden and German closer to each other. An ultimate goal for any airline - especially for Lufthansa”.