We're Rolling Our Eyes at Lufthansa's Latest Marketing Campaign in Sweden
We're going to describe this contest in as straightforward and nonjudgmental a way as we can. Then we'll leave it up to you guys to decide whether it's a piece of clever travel advertising or whether it's... something else. There are certainly some arguments in favor of the notion that it's clever travel advertising, most obviously the facts that we're writing about the competition and you're about to read about it. But then on the other side of the argument is... just about everything else.
DDB Stockholm - which has been described among other things as the "world's most interactive agency" - seems to have been contracted by Lufthansa to promote the airline in Sweden. The agency creatives put their collective heads together and came up with a winner-take-all contest for Swedes of both sexes. Whoever gets past the finish line first gets a trip to Germany, an apartment in Berlin, transportation in the form of a bicycle, and - quote unquote - "a new life courtesy of Lufthansa."
To win, all one has to do is legally change their name to Klaus-Heidi, and then to prove it somehow. So if someone uploads a passport with a legal name of Klaus-Heidi on it, they win.
Well, they won't exactly be a winner, but they will indeed have won the big prize.
For those not in the mood to change their entire identity in exchange for some rent and a bicycle, there are other things Swedish residents can do to score cheap tickets. The contest website lists some alternative discounts, including 500 Swedish krona for anyone willing to change their name to Klaus-Heidi on Facebook.
Here's a video on the entire stunt. What do you think?
[Photo: Lufthansa / YouTube]