Winners & Shortlists

2014 Promo & Activation

ARE YOU KLAUS-HEIDI?

Bronze Eurobest

Case Film

Presentation Board

TitleARE YOU KLAUS-HEIDI?
BrandLUFTHANSA
Product/ServiceAIRLINE TICKETS
Category B04. TRAVEL, LEISURE & RETAIL (INCL. E-COMMERCE & RESTAURANTS)
Entrant Company DDB STOCKHOLM, SWEDEN
Advertising Agency DDB STOCKHOLM, SWEDEN
Credits
Name Company Position
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.