By selling the dream of Berlin rather than the cheap Berlin, Lufthansa wanted to grab an emotional advantage on the competitive Stockholm-Berlin Route. Playing off Swedes’ love for the city, we offered up a new life for free, including a one-way ticket, a pre-paid apartment and everything you need to start afresh. The catch? You had to prove your dedication by changing your name to Klaus-Heidi, a gender-bender double name fit for the modern Berliner. The challenge was launched through an integrated campaign.