| Title | ARE YOU KLAUS-HEIDI? |
| Brand | LUFTHANSA |
| Product/Service | AIRLINE TICKETS |
| Category |
C01. WEBSITE |
|
Entrant Company
|
DDB STOCKHOLM, SWEDEN
|
|
Advertising Agency
|
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 |
| Tor Westerlund |
DDB Stockholm |
Graphic Designer |
| Andreas Fabbe |
Ddb Stockholm |
Technical Director |
| Christian Björnerhag
|
Ddb Stockholm |
Retouch |
| Simon Strand |
Simon Strand Pr |
Pr |
Creative Execution
We built the campaign around one simple question: Do you love Berlin enough to change your to 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 her new life in detail, grab a discount to Berlin or simply download a legal name-change-application and apply directly to legally become Klaus-Heidi. The site was supported by direct, digital and more, but the most important media turned out to be the 42 Swedes that changed their name in hope of a fresh start in Berlin: enabled by Lufthansa.
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 campaign-site. 1100 people downloaded the name-change-application. 42 Swedes changed their name to Klaus-Heidi. 41 got a Lufthansa-card with 10 000 points, the winner got an official welcome from Berlins Mayor. The campaign got 240 million impressions, made the news in 30 countries and was a re-occurring topic on Swedish 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.
The objective was to grab an emotional advantage on the highly competitive route Stockholm-Berlin. All airlines compete with the same price and comfort on this route, and they all use the same kind of communication to communicate the same message: fly to Berlin cheap. So instead of selling the cheap Berlin, we sold the dream of Berlin, and aimed people’s hearts instead of their wallets. Playing off Swedes well-known love for Berlin, we offered one new life in Berlin 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. The challenge was launched through an integrated campaign, with a simple site as a hub. At the campaign-site you could read up on your new Berlin-life, grab a discount or download the name-change-application and apply to become a Klaus-Heidi directly.