- Lufthansa
- Move With Us Campaign
- Travel & Tourism
- United States
- South Asian Americans
- lhmovewithus.com
Challenge
BrandLabs and its sister companies have been serving Lufthansa’s cultural outreach and positioning programs for the past 10 years. This time, BrandLabs was challenged with creating an interactive engagement program to position Lufthansa as the top Airline for travel to India during Diwali – the hottest holiday season of the year. Our challenge was to develop and implement a clearly defined marketing strategy that positioned Lufthansa as the clear choice of airline for this destination – a strategy that drove steady noise, influence, and engagement to the brand from its target consumers prior to the Diwali holiday.
Strategy
We created a campaign revolving around Dance, a tradition of any Indian cultural celebration. The campaign was called “Move With Us” – represented by Shakti Mohan, a cultural dance superstar. Lufthansa invited South Asian Americans to engage in celebration of Dance; the campaign site showcased classical Indian dance as well as fusion of those styles with modern forms of movement. We employed top cultural dance experts to create video tutorials demonstrating one new classical dance a week. Users participated by uploading their own dance videos, and other voted. The video with the most votes won top Lufthansa prizes including a 2 round trip tickets to India.
Result
The campaign successfully engaged over 52,000 South-Asian Americans in just 5 weeks, reaching over 80,000 people and generated hundreds of organic media mentions for the brand. BrandLabs was successful in constructing a systemized process and campaign that positioned Lufthansa as the voice that cannot be ignored when traveling to India for the Diwali holidays. Results vastly surpassed expectations, culminating in what was one of the most successful seasons/destinations for Lufthansa in decades.
- Lufthansa
- Move With Us Campaign
- Travel & Tourism
- United States
- South Asian Americans
- lhmovewithus.com
Challenge
BrandLabs and its sister companies have been serving Lufthansa’s cultural outreach and positioning programs for the past 10 years. This time, BrandLabs was challenged with creating an interactive engagement program to position Lufthansa as the top Airline for travel to India during Diwali – the hottest holiday season of the year. Our challenge was to develop and implement a clearly defined marketing strategy that positioned Lufthansa as the clear choice of airline for this destination – a strategy that drove steady noise, influence, and engagement to the brand from its target consumers prior to the Diwali holiday.
Strategy
We created a campaign revolving around Dance, a tradition of any Indian cultural celebration. The campaign was called “Move With Us” – represented by Shakti Mohan, a cultural dance superstar. Lufthansa invited South Asian Americans to engage in celebration of Dance; the campaign site showcased classical Indian dance as well as fusion of those styles with modern forms of movement. We employed top cultural dance experts to create video tutorials demonstrating one new classical dance a week. Users participated by uploading their own dance videos, and other voted. The video with the most votes won top Lufthansa prizes including a 2 round trip tickets to India.
Result
The campaign successfully engaged over 52,000 South-Asian Americans in just 5 weeks, reaching over 80,000 people and generated hundreds of organic media mentions for the brand. BrandLabs was successful in constructing a systemized process and campaign that positioned Lufthansa as the voice that cannot be ignored when traveling to India for the Diwali holidays. Results vastly surpassed expectations, culminating in what was one of the most successful seasons/destinations for Lufthansa in decades.
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