Idea:A QR-code built of 1,400 Miles & More cards, shown as an installation in the middle of the heart of the competition (Terminal2 Frankfurt Airport).The QR-code leads directly to a web movie, where we show by animation, what‘s behind each and every Miles & More card.

Circulation: 10,000 in the area of Frankfurt and Munich.Response-generator: Online-sweepstake (free-flights to China).Measuring: Data-comparison between sweepstake-participants and bookings on Lufthansa China-routes.Result: 23% participation-rate on sweepstake.387 of the participants booked a Lufthansa flight to China in 2010 (measurement ended mid of December 2010).Conversion Rate: 3,8%.