Problem:

Despite its size Lufthansa (in the UK) is not that well known and there is little knowledge about specific routes from the UK (not helped by the websites poor UX).

Solution 1:

A nationwide campaign to help find ‘Hans’, the Lufthansa bird who has gone missing. We’d create a story about how Hans has gone missing - or maybe even been stolen. Then we’d encourage people to try and find him to win a free flight with Lufthansa to Hans’ hometown to return him.

CONCEPT TWO

Problem:

The brand is seen in the UK as (correctly) quite Germanic but this is at the cost of interest, engagement and affinity amongst consumers. Lufthansa is not a ‘budget’ carrier (so not bought on cost alone) so it needs to be visible and interesting enough to command consideration for the premium price a flag carrying airline commands (in a highly price sensitive market).

Solution 2:

A customer centric campaign to highlight Lufthansa’s ethos in a fun and tongue in cheek way…