Hamburg, October 2019 – At the prestigious Annual Multimedia Awards, TRACK was able to impress the jury with two clever communication solutions it had developed for the Lufthansa Group’s frequent flyer programme, Miles & More. It picked up a Silver Award in the cross-media campaign category for the promotion of the Miles & More tour by the German band Die Ärzte. They had named their tour after the popular frequent flyer programme and the aim of the campaign was to turn loyal travelling fans into Miles & More members. Concert tickets could be won in a prize draw via an app and email. Striking billboard posters and mobile van ads (Lito Tubes) before the concerts helped draw even more attention to the campaign.
TRACK was awarded a further Silver in the tool/interaction category for the interactive film it made – available in ten languages – to explain the changes to the way miles will be calculated by Miles & More. In 2018, the Lufthansa Group decided to introduce greater transparency to way award miles are calculated. A clearer and more coherent system for awarding miles was introduced. Instead of explaining this in an email, the agency and client opted to make a film that answered users’ questions quickly and in a simple, straightforward manner.
