Miles & More

INSIGHT
HON Circle is the highest status for frequent flyers in the Miles & More program of the Lufthansa Group – a world full of luxury and exclusive benefits. For the 20th anniversary of the HON Circle, the question arose: How can people who have seemingly already achieved everything be given a new sense of desirability? The answer: not with more benefits, but with emotional relevance.

IDEA
We transformed a simple travel accessory into a highly coveted collector’s item: Based on the input of HON Circle members, the renowned artist Mr Doodle created a large-scale mural at Munich Airport. Each HON Circle member was able to select an individual fragment, which was produced as a personalized bag tag – a personal piece of art with emotional significance that not only symbolizes status, but also tells a story.

IMPACT
The initiative achieved outstanding results: an average open rate of 84% for the email dialogue communication, and 65% of HON Circle members ordered a bag tag – more than half of them within the first 24 hours. The campaign not only generated visibility, but also created genuine connection within the HON Circle community.