LUFTHANSA (mobile)

Lufthansa mobile site takes off in Japan

Background
Deutsche Lufthansa AG, the flagship carrier of Germany, is one of the largest airlines in Europe and fifth largest worldwide. As of August 2008, Lufthansa serviced 206 destinations in 85 countries and is also a founding member of Star Alliance, the world's largest airline alliance. In Japan, Lufthansa has a very good reputation but its customers tend to be in their late 30s or older, so the company was keen to start make inroads with people from slightly younger age brackets.

Goal
Lufthansa wanted to create a rich mobile platform in Japan to attract users and educate them about the brand by providing meaningful and interesting information, with the ultimate goal being to turn visitors into Lufthansa fans. Japan was the first country in which Lufthansa launched a mobile platform, and as such, it played a key role in Lufthansa's future global mobile strategies.

Solution
Working with Cybermedia, Lufthansa created a content-rich strategy for the Japanese market. The site was developed utilizing the latest Flash Lite technology and provided a wide range of compelling content, ranging from interactive city guides, games, mobile presents and campaigns to airline-specific information such as flight schedules and mileage club information.

Outcome
The site helped Lufthansa attract much attention from younger customers and turned out to be a powerful loyalty tool, with 26% of first time visitors becoming members and 70% of the visits to the site being returning visitors. Moreover, 65% of members accessed the Website at least 2-3 times a month, while 35% of members accessed the Website within 6 hours of receiving a mobile newsletter.

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