Up to now Lufthansa’s premium target group (frequent fliers) has shown the most promising potential regarding increase of flight frequency. That’s why they are to be stimulated to fly even more. In the past it has shown that the attitude of this target group is best “manipulated” via high-end incentives (besides the additional bonus miles credit).

With Mozart’s The Magic Flute as performed by the State Opera House of Vienna, we combine incentive and communication on a tangible, optical and acoustical level.The mailing is set up as a score with the sender Lufthansa consequently subordinating itself. The “Magic Flute” also takes the leading role regarding the content of the mailing with the call to register oneself to the actual mileage programme being rather subtle. To top off the mailing on an acoustic level, we added an original recording of the incentive event

As successful as seldom before: 93% of the addressees have signed up.