This is Lufthansa's first local campaign to be rolled-out globally; all-digital campaign to see 80 countries and estimated 1 mn Indians participate worldwide
In a first of its kind initiative, Lufthansa Passenger Airlines India has unveiled an all-digital Diwali campaign on a global scale on October 1. The #Diwalisurprise campaign has been rolled-out simultaneously across 80 countries and teh airline expects a participation of 1 million Indians worldwide.
The #Diwalisurprise campaign gives participants a chance to register their ‘wish’ and get a chance to win tickets for Lufthansa flights.
Wolfgang Will, Director, South Asia, Lufthansa Passenger Airlines, said, “The #Diwalisurprise campaign is yet another affirmation of the fact that India is very close to our heart and that as a brand we are ‘More Indian than you think’. Lufthansa has constantly strived to establish a deeper connection with its Indian customers and this time we have gone a step beyond India and reached out to Indians across the globe.”
The campaign offers three avenues for users to participate in – Light up a heart where participants can register their wish to win a ticket for themselves and their loved ones; Illuminate a plane where a user’s wish will add light to help create a digital marvel of a Lufthansa 747-8 illuminated in Diwali lights. Once registered, users will be able to see their wishes progressively illuminating the Lufthansa 747-8 on the microsite home page. In addition to illuminating the plane, with the use of interactive and live technology, users will also be able to view the ‘Wish Network,’ a live map where their wishes will light up the countries of the sender and recipient. Finally, the campaign includes a ‘Light up a life’ dimension in the spirit of Diwali where the users wishes help brighten a child’s life. Every registered wish will help children in need through help alliance projects across India.
Prasoon Joshi, Chairman McCann Worldgroup, Asia Pacific and CEO &CCO McCann Worldgroup, India, added, “Building on ‘More Indian Than You Think’, the Lufthansa Diwali campaign taps into intrinsic Indian emotion of togetherness. We believe no festival is complete without our loved ones besides us. This is the first of its kind, global digital-only campaign for Lufthansa to be conceived and executed by MRM//McCann India.”
NOTE: Lufthansa has partnered with Help Alliance to support children in need through this campaign. Wishes submitted during the campaign will help children in need through help alliance projects in India, including Sunshine Project in Delhi, BREADS in Bengaluru, Child Sponsoring Circle in Khandwa and Prana Project in Pondicherry.