Lufthansa – Flavors of India

Microsite design and development for an interactive contest; TV, print, and digital campaign.

 

Challenge:

When the marketing team at Lufthansa discovered that 60 percent of their U.S. passengers have roots abroad, they moved to tap into this mix of demographics by becoming a truly active member of these communities and promote the brand via culture-specific marketing campaigns and website localization.

 

Process:

Articulate the problem >> define the solution platform>> craft a strategy >> create an engagement vehicle >> shape the experience bringing it to life.
 

Through research and interviews with current and potential customers, we identified the problem that, although most of them acknowledge Lufthansa’s product and services are superior to those of competition, they still felt the carrier is too foreign and only pushes advertising onto the community during cultural holidays and seasonal occasions, rather than telling and delivering a truthful contribution to the community to earn a place in people’s heart – and purchase decision process.

 
We sought to position Lufthansa not only as the airline that acknowledges and understands each of its culturally diverse customers, but as an active and invested member of their individual communities through campaigns and activities that indeed enriches the experience of people in all communities, and brings them joy in their everyday life – rather than just when you take a Lufthansa flight.

 

Solution:

An online contest with a chance to win the Grand Prize of round trip to India on Lufthansa when you submit your favorite Indian recipes. The participant who submitted the recipe with the most votes will win 2 round-trip Lufthansa Economy Class tickets to India and a 3-day luxurious package from The Leela Palaces, Resorts, and Hotels.
 
For an additional chance to let the chef in you shine, Lufthansa Star Chef, Surender Mohan, will choose his favorite recipe to award the Chef’s Pick Prize. You could win a new iPad™!

 

When you register, you are automatically entered for two opportunities to win exciting prizes every week. As a registered user, you are entered in the raffle where two winners are drawn weekly. One will win one of our many prizes, including an iPad™. Another will win a $50 gift certificate to one of the finest Indian restaurants in one of the 17 Lufthansa U.S. gateways.