Title | ARE YOU KLAUS-HEIDI? |
Brand | LUFTHANSA |
Product/Service | AIRLINE TICKETS |
Category |
A07. USE OF DIGITAL IN A PROMOTIONAL CAMPAIGN |
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 |
Andreas Fabbe |
DDB Stockholm |
Technical Director |
Tor Westerlund |
Ddb Stockholm |
Graphic Designer |
Christian Björnerhag
|
Ddb Stockholm |
Retouch |
Simon Strand |
Simon Strand Pr |
Pr |
The Brief
The objective of the campaign was to grab an emotional advantage on the highly competitive route Stockholm-Berlin. All airlines compete with basically the same price and comfort on this route, but in Sweden it is more natural to fly with SAS or even Norwegian. The goal was to do something different entirely, different for the competition but also different from Lufthansa’s previous communication. Instead of selling the cheap Berlin and aiming for people’s wallet, we sold the dream of Berlin and aimed for their hearts.
Describe how the promotion developed from concept to implementation
Swedes have a well-known love for Berlin. Playing off this love 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 led by direct. At the site you could download a name-change-application, read up on your new life or grab a discount to Berlin. The goal was to create a story telling that made Lufthansa synonymous with Berlin; giving us an emotional edge.
Describe the success of the promotion with both client and consumer including some quantifiable results
An idea that according to the Economist sounded like “a bar bet” turned things upside down by hitting an emotional note on an otherwise price-focused market. Lufthansa sold out an Airbus 319 based on sales from the site. 42 Swedes changed their name to Klaus-Heidi. The winner got a welcome from Berlins Mayor. With zero-budget for bought-media the campaign got 240 million impressions, made headlines in 30 countries and became a re-occurring event on 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.
Explain why the method of promotion was most relevant to the product or service
Nobody knows Berlin like Lufthansa, but in Sweden the airline is bottom-of-mind. Putting the Swedes supposed love for Berlin to the test, we created a challenge that put the consumer’s own name and identity in the wager. What is a new life in Berlin worth? This was the simple question at the heart of the campaign. By providing one Swede with an actual fresh start Lufthansa became the enabler and the inspiration. By avoiding cheap tricks and instead offering a fun and different topic, Lufthansa aimed to become the preferred choice to Berlin – no matter what your name was.