First, we created a visual device for all communications: The “swoosh”, abstracted from the new seat-shell.

Second, we made the complete product communication as physical as possible, suggesting a real product experience by different types of interaction – offline and online – for all the senses, from eye to ear and finally also to tongue.The launch brochure carried a lot of interactive elements; the website features a completely interactive 3D-animation of the seat, and some of the launch give-aways we developed were tasteful interpretations of the whole brief.

Lufthansa did a research with the recipients of the mailing. The results:A very high number (85%) remembered the mailing spontaneously.73% gave the mailing a “very good” or “good” concerning its overall look and information.64% said, the way of showing and describing was “nice” or “very nice”.And more than 50% said, that the mail will influence their decision (which airline do I fly with) positively.