Cannes Lions
WUNDERMAN GERMANY, Frankfurt / LUFTHANSA / 2008
Overview
Entries
Credits
Description
Being a Miles & More Senator for more than ten years, one will receive two Lufthansa upgrade vouchers for a higher board class. A special offer to be communicated via a mailing.
Execution
There’s always also a physical component to upgrades: one buys an economy ticket, takes advantage of the upgrade voucher and thereby moves on up to the next class. A movement demonstrated in the most easily understandable way.
Outcome
Action without call: 5% of the recipients checked their Miles & More balance.Until end of 2007 about a third of the vouchers were traded in.