Lufthansa Turkey - New Year's Gift

Lufthansa Turkey - New Year's Gift

Lufthansa Turkey has challenged Istanbul-based urban and guerilla marketing agency Japonlar to come up with a creative way to gather email addresses of potential airline passengers. Japonlar came up with a concept that saw the airline develop 10,000 postcards that were distributed on the streets of Istanbul to passers-by by Lufthansa pseudo-cabin crew, in return for their personal contact details.

To create a point of difference in the campaign, the agency embraced the notion that less postcards were being sent compared to the past, due to the rise in social media and digital communication. To help generate desire for the postcards, Japonlar created a postcard that also turns into a balsa wood toy plane that allows people to deliver their new year’s greetings in a different, longer lasting, and fun way.

Two host and hostess teams distributed the postcards on December 21-22 at popular spots around Istanbul as a new year’s gift from Lufthansa and in total thousands of e-mail addresses were collected in return for a wooden ‘planecard’. As people were asked for their contact information, they were informed about a discount coupon for future flights, which they could receive via a QR code on the card.