Project: Brand Campaign Management
The Misfits was engaged by the Lufthansa Group to reposition their brand in the Australian market. The perception was that booking with them was a complex process due to their code-share arrangement and the groups’s suite of three independent and well known airlines. Our solution to challenge this was to build a narrative around the concept of child’s play creating the analogy that booking with the carrier was as simple and enjoyable.
The visuals and messaging needed to be arresting yet easy to understand as they had to cut through it what was a very competitive marketplace at the time.
The network which included Austrian Airlines, Swiss Airlines and Lufthansa all saw significant growth in sales and take up of sales due to the strategy, creative and marketing mix.
Meanwhile there was also a need for generic ‘product’ advertising creative that would showcase the features onboard.
Assets were created for digital, print, point of sale, events and content campaigns.