Wednesday, January 23, 2008

Lufthansa "Cart"

PartnerPlusBenefit is a customized online corporate loyalty programme of Lufthansa created exclusively for business travelers. The programme not only offers loads of benefits to the company, but also to the employee. The brief was to inform key decision makers of top Indian corporates about the programme and comunicate its benefits to them, and in turn drive enrolments. With so many corporate benefits programmes in the market, the challenge was to break through the clutter, hence the idea of having a luggage cart. It served two purposes. a) First, convey the "cartload" of benefits that the programme offers to the audience. b) Second, since the miniature airport luggage cart was sent to top executives of corporates, it found a permanent place on their work tables in the form of a cellular phone cum business card holder, this becoming an exellent tool for brand recall. The audience was further enticed with 800 free miles on enrolment. The complete details about the programme were provided through a booklet wich was inserted inside an envelope resembling a Lufthansa ticket jacket.

Agency: MRM Worldwide New Delhi, India.