Idea:A QR-code built of 1,400 Miles & More cards, shown as an installation in the middle of the heart of the competition (Terminal 2 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.That way we let the audience experience in look (blue cards) and feel (creative execution) the big difference between Miles & More and its competitors.

Result:1. The idea differentiates in no-time from competitors and makes the measure fast and unique.2. The QR-code build of original Miles & More cards worked as a strong attention getter, much better than “usual” printed QR-codes.3. From September until December 2010 12,000 new participants were generated via this campaign touchpoint. 4. The online-based guided tour was watched by 80,000 people.