benchmark report
airline marketing
traditional
are you klaus-heidi?
today. tomorrow.
LUFTHANSA
Lufthansa’s latest campaign is created by DDB Stockholm – the same agency that came up with Lufthansa’s ‘Gallery Stockholm Berlin ’ online campaign (covered in the May edition of this report) – and is called Klaus-Heidi and aptly so. The simple premise of the campaign, which is aimed at the Swedish market, is to challenge individuals to change their name to KlausHeidi in order to get the chance to start a new life in Berlin, complete with a paid-for apartment and language lessons for a year. The competition is based on the fact that Sweden is one of the countries where citizens change their name most often, and Berlin is on the rise as a destination among Swedes. In three weeks, this very specific and quirky campaign has attracted 45,000 views on YouTube , which considering the niche market, is a fairly high number. The
NOVEMBER 2013 ISSUE
BRITISH AIRWAYS
competition runs from 11th October to 28th November and is open to Swedish citizens only. Rather than accepting entries from a wealth of Klaus-Heidi’s, the prize is awarded on a first come, first serve basis, with the first entrant to successfully prove their name change, winning the full ‘Berlin’ package. The competition has it’s own stand-alone website which is advertised on the Swedish homepage of Lufthansa, and includes a link to the official forms to change one’s name, as well as a link to upload the proof of the new name. For those a little more timid, Lufthansa also gives SEK500 (EUR60, USD80) discounts to people who have changed their name to Klaus-Heidi on Facebook, and a SEK200 fare discount to anyone else who visits the website as an encouragement to promote the competition through twitter and Facebook, using the hashtag #klausheidi .
BA’s long-serving creative agency BBH London was commissioned to develop a new major adver tising campaign that builds on the premise of BA’s successful ‘To Fly. To Serve. ’ positioning. The airline’s latest TV commercial combines both the technological advancements of the airline and its attention to detail. The motto for these adver ts, which also includes a print campaign, now runs ‘To Fly. To Serve. Today. Tomorrow.’ Featuring real BA staff, the campaign showcases the diversity of BA’s latest technological developments, from the new Boeing 787 and the Airbus A380 , its new electronic bag tags, to its slightly older Heathrow Terminal 5 . The adver t’s marketing message, shot both in ‘micro and macro’ footage (from fingerprints to satellite imagery), is tied together
by the repeating image of their BA ‘To Fly. To Serve’ crest being stitched into a piece of uniform. The overall aim is to show how every moment of the journey is crafted and thought-through by the airline. Comments Abigail Comber, marketing lead at BA, “People seem to relate to the emotion of flying and airports and this is something that comes across in this latest advert. There’s also a nice nod to our legacy in aviation, while showing our innovation with new aircraft too.” The 2-month UK-based campaign uses TV, cinema, press, digital, outdoor media and social media (this month’s report also features BA ‘Tweetliner’ initiative that accompanied its Today.Tomorrow campaign).
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
