Idea:A suitcase-shaped sticker turns human figures on traffic-signs, emergency-exits or public bathrooms into Lufthansa travellers. Impactful. Different. Fast.

Relevance:1. Giving life to human figures on e.g. traffic signs is a break from standard perception.2. It makes one curious and thereby guarantees to convey a message consumers would not have seen in other media.3. Turning the figures on every corner into passengers makes clear: Everybody can afford Lufthansa flights.Legal remark: In Germany it’s forbidden to “bond something on traffic signs”. This problem was solved by using a self-adhesive material that in a legal way is not a bonded joint.

Results:The measure was realized in 3 of the 6 major Lufthansa-hubs in Germany (Frankfurt, Düsseldorf, Hamburg).

For measuring the effectiveness we compared the request for 99€-flights between these towns to similar towns where the campaign didn’t run.Frankfurt vs. Munich (international hubs)Düsseldorf vs. Berlin (strongest German competition)Hamburg vs. Stuttgart (smaller hubs) In the towns the measure took place the request for 99€-flights in average was 28% higher than in the other places.