Lufthansa: Are you Klaus-Heidi?

This case study describes how airline Lufthansa Sweden improved its results on the competitive Stockholm-Berlin route with a competition.

Lufthansa: Are you Klaus-Heidi?

DDB Stockholm

Objective of the campaign

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.

Target Audience: Business-to-Consumer

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