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Marketing industry recognises revolutionary Sony DADC-developed n-CD personalised integrated
media for direct marketing
Salzburg, Austria, 21 May 2007 - The Golden Award of Montreux, an independent forum committed to
improving the standard of creative excellence in international advertising and the use of
multimedia technology, has chosen international airline Lufthansa as recipient of its Finalist
Award at this year's event.
The winning campaign saw Lufthansa's agency Wunderman partner Sony DADC to create a compelling
and engaging direct mail concept that increased awareness amongst small travel agencies of
Lufthansa's customer loyalty programme - experts.
The direct mail campaign was one of the first in Europe to use Sony DADC's n-CD personalised
integrated media. The campaign yielded unprecedented results, with more than 60 per cent of the
5,000 strong target audience signing up to the airline's loyalty program.
The campaign was co-ordinated by Lufthansa's marketing agency, Wunderman Germany. Accepting the
award on behalf of Lufthansa, the agency's Chief Creative Officer, Bernd Fliesser commented, "We
are tremendously proud to accept this accolade and thank the judging panel for their diligence.
Working with Sony DADC, we have created a versatile and engaging marketing campaign that has
yielded extraordinary results. n-CD represents a revolutionary approach to direct marketing and
demonstrates how powerful interactive multimedia technology can be in communicating with potential
customers."
In developing the n-CD, Sony DADC has challenged conventional thinking in the direct mail market
and has demonstrated that on-line communication can play a critical role in catching the audience's
imagination. Christian Dankl, European Business Development Manager at Sony DADC believes that
Lufthansa is the first of many companies that will benefit from this new media that is
personalised, track able and engaging.
"We are delighted that the Lufthansa campaign is an international award winner and we are
equally delighted to have contributed to its success," remarked Dankl. "n-CD is a new concept, but
already it is creating great interest in Europe and we have several other major brandname companies
using it at the heart of their marketing activity."
Network Connected Disc
n-CD is a revolutionary new marketing concept that combines all the power of on-line
communications with the personalisation of a direct mail.
Already proven to generate significantly higher responses than traditional print-based direct
marketing campaigns, the Sony DADC developed system is creating exciting applications in markets as
diverse as the automotive industry and tourism.
At the heart of the system is an intelligent personalised disc, which is sent to targets with
information about them pre-loaded onto it. Highly focussed in its approach, the disc presents the
recipient with propositions that are tailored to their profile.
Having presented these propositions in an individual and personal way the disc then allows the
target to confirm their wishes with a simple one-click verification mechanism. That one-click
creates an on-line connection back to the company, confirm the target's interest and explains their
desired way ahead, whatever that might be.
For more information, please contact:
Sony DADC
Christian Dankl
ncd@sonydadc.com
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