Lufthansa - Are you klaus-heidi?

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 Klaus- Heidi 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 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.