Case Study: A study to the market launch of the Premium Economy Class of Lufthansa

Advertising campaign based on the guiding ideas that were discussed in the forum

Requirements in customer perspective for a new travel experience in between business and economy class

Using the consumer lab, Facit Digital established an online community in Germany, China and the USA 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.

Associations of our participants with the Premium Economy Class

In each country, about 200 experienced intercontinental plane passengers are taking part with intense participation in the forum discussions: more than 6,000 forum contributions, many (private) photos and critical discussions were available in the end for the analysis and deriving recommended actions.

“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