Online community with potential Lufthansa Premium Economy Class customers
Using the Consumer Lab, Facit Digital maintained an online community in Germany, China and the United States for Lufthansa AG in preparation of the market launch of the new Premium Economy Class.
First, emotions, experiences and associations of customers relating to flying and the new booking class were assessed as the basis for advertising and marketing measures. Building upon this, guiding ideas were developed together with Lufthansa and the implementing agency, the characteristics of which were discussed and optimised with the target group.
It was really thrilling to gain fundamental insights into the expectations and requirements of our target groups for the new Premium Economy Class. The Consumer Lab was the ideal basis for developing and optimising a suitable guiding marketing idea.
Annette Mann, Head of Market Launch Management Premium Economy