| Title | ARE YOU KLAUS-HEIDI? |
| Brand | LUFTHANSA |
| Product/Service | AIRLINE TICKETS |
| Category |
A09. USE OF OTHER DIGITAL PLATFORMS IN A MEDIA CAMPAIGN |
|
Entrant Company
|
DDB STOCKHOLM, SWEDEN
|
|
Advertising Agency
|
DDB STOCKHOLM, SWEDEN
|
|
Media Agency
|
MINDSHARE 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 |
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 |
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 |
Results and Effectiveness
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.
Creative Execution
The campaign was launched through an integrated campaign in which the most important media was the viewer herself, her identity and name, and hopefully her new name as well. We used a campaign-site to ask one simple question and a silly one at that: 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 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 was supported by direct, digital and more, but again; the single most important media turned out to be the 42 Swedes that legally changed their name in hope of a new life and a fresh start in Berlin: enabled by Lufthansa.
Insights, Strategy and the Idea
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.