Fly without paper – we take it literally by choosing a communication concept that even on usually paper-based media works without the use of paper at all. Consequently we communicate only one thing: The website, where a "Thomas-Crown-Jackie-Brown-like" movie informs how paperless flying works and what you have to do to use it. In terms of media, we spoke directly to our core target groups – by sending them a mailing or by bringing the message to where they are.