Wunderman: COLOURS OF DIALOGUE

Credits & Description:

Advertiser: WUNDERMAN GERMANY
Agency: WUNDERMAN GERMANY
Category: Corporate Image & Information
Agency Executive: Michael Stickel (Wunderman)
Copywriter: Miriam Grottke (Wunderman)
Copywriter: Anamaria Corcaci (Wunderman)
Junior Art Director: Anna Seibel (Wunderman)
Executive Creative Director: Erik Backes (Wunderman)
Creative Supervisor Copy: Karin Albers (Wunderman)
Producer: Miriam Hiekisch-Lissé (Wunderman)

Execution
The size of the book and the idea of arranging cases by colours creates a surprising entry to the content and makes it at the same time easier for decision makers who are not familiar with the airline business or Lufthansa’s structure.

Outcome
Due to the target-group and the gift-character of the book, we abstained from a hard call-to-action, hoping that the addressees would rather say 'thank you' in person.Up to now every addressee did so – 'The Colours of Dialogue' work perfectly as a springboard for impactful conversations: 14 meetings/credential presentations and three pitch-invitations up to now.

Implementation
The Colours of Dialogue:Highlights from eleven years of dialogue for Lufthansa resulting in a book of more than 350 pages. To point out our own creative pretension and to avoid writing a 'history book' we arranged the content not by channel or challenge but by colours.

Client Brief Or Objective
Capitalize eleven years of successful and award-winning Lufthansa dialogue for new business. Target group: Marketing decision makers / C-level of huge enterprises with complex and difficult dialogue challengesStrategy: To generate awareness in the target group and achieve a sustainable impact, a valuable book in the look of art-/design-books was defined as key medium.