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Client: Deutsche Lufthansa Campaign: Is This Art?Locations: Germany - Berlin, Frankfurt. |
Marketplace Challenge:
Advert visitors of cultural events (like "Festival of Museums") to Lufthansa's 99€-flights within Germany and Europe. Goal: More sales on all German/European routes. Measurement: a special promotion code, redemption only via the Lufthansa website. Especially for this target group Lufthansa signed a cooperation with Germany's most important art-galleries.
Target audience: Consumer
In general: Culture vultures – people with a good income, interested in arts, culture, and travelling. Especially the 500,000 Visitors of a Museum's Festival in Frankfurt
Size of target audience: 50,000-999,999
Grab the attention by combining the identified interests of the target audience with a price offer using highly frequented places of the target audience as touchpoints. Create interest for knowledge about Lufthansa's 99€ offers.
Marketing Tactics:Artificial communication, linked to promotion codes (for use in web only)
Creative strategy: Core message and key-element is the price of 99€. But: Like German artist Joseph Beuys once said "everyone's an artist", Lufthansa gave the whole communication an artificial "painting". The subjects showed only the 99€ – painted, framed and exhibited in art-galleries and museums. The difference between art & advertising only became obvious on second view – by reading the "painting's" description.
Unfortunately nobody wanted to buy the Lufthansa "paintings". But they bought flights instead: 5,000 promotion codes were redeemed, leading to an additional turnover of about 500,000 €.
Total Cost: Rollout - Under 50,000
We go where the audience is. We communicate things THEY want to hear in a language THEY expect (paintings in this case), both making the communication unexpected but successful.
-- Gerlind Fleischer, Campaign Analyst at r-mark in Berlin.
Erwin Folker, Advertising Rep. Deutsche Lufthansa