Do you love Berlin as much as Lufthansa does? If so, you can win a new life there, we pay alles. And everything you have to do is to change your name. To Klaus-Heidi.
By selling the dream of Berlin rather than the cheap Berlin Lufthansa wanted to grab an emotional advantage on the competitive Stockholm-Berlin Route. Playing off Swedes love for the city, we offered up one free new life including a one-way ticket, a pre-payed apartment and everything you needed to start fresh. The catch? You had to prove your dedication by legally changing you na,e to Klaus-Heidi, a gender-bender double name fit for the modern Berliner. The challenge was launched through a integrated campaign.
Klaus-Heidi made headlines all over the world, reaching over 240 millions impressions. During its peak the campaign stood for 25% of mentions of Lufthansa's brand in social media globally. 42 Swedes legally changed their name to Klaus-Heidi. The winner Klaus-Heidi Andersson got an official welcome from Berlin's Mayor, who coincidently, is named Klaus.