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BtoB

Lufthansa

Published on .

Company: JAL, Tokyo Agency: Dentsu, New York Market: Business travelers, corporate travel managers Quick chase: What's wrong with this picture? Amid a circle of business travelers in their back leather shoes is one who prefers a pair of powder-blue fuzzy slippers. It's to make the point that Japan Airlines treats its passengers like a Japanese host, who greets a guest with a pair of slippers in which to pad around the house. It's clever, but it's too subtle to quickly register with an audience of fast-paced globetrotters. Perhaps punch up the minimalist headline: “Likes comfort” to more assertively state that JAL provides attentive service. Clue: Goat Company: Lufthansa, Cologne, Germany Agency: McCann Erickson, Frankfurt Market: Business travelers, corporate travel managers Quick chase: Faces always draw a crowd, and Lufthansa makes the face of a customer the center of attention. Drink firmly in hand, a buttoned-down executive is depicted in one of Lufthansa's First Class lounges being handed his ticket by a flight attendant. He looks like he doesn't have a care in the world. Copy matches up well with the image: “Personal attention that begins before check-in. Individual care to see you through arrival.” Chasers' choice: Gloat
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