Based on the recipient's mindset and leisure behaviour, we decided for "Aerobic" as the creative idea. It’s about competition (at least against your own laziness), the typical icons for aerobic exercises work great in explaining what to do.

The competition ran about three months: in that period, we acquired 1,860 new Miles & More members. Also we got great enthusiasm and involvement by the travel agencies, because they simply liked the idea (and the items we sent to them).