Lufthansa Cuts through Chinese New Year Saturation


Faced with an onslaught of brand messaging and promotion during Chinese New Year, Lufthansa created a unique digital campaign that got locals involved.


Lufthansa CNY Campaign on Wechat

The German airline knew it would take a lot to get engagement during the busiest time in the local calendar. Their response was a platform on WeChat that allowed users to create personalized messages to friends and family.

On their phones, users could upload their own images to a set of creative digital cut-outs, backgrounds and wording. The campaign stood out as it was built on providing a creative experience focused on consumers’ intended recipient.

Importantly Lufthansa thought carefully about how the brand featured as part of the campaign, linking the brand subtly to the positive experience after consumers enjoyed sending a personalized gift.

To gain full details of how Lufthansa got it right for Chinese New Year become a CSBR Member (China Social Branding Report). For an annual subscription, you will receive this report and all previous CSBR reports.

About Author

Tracy Zhang

As a Masters graduate of Foreign Trade, Tracy started her career helping supermarket brand City Shop to source the ‘hunger’ of Shanghai’s internationalizing consumers. Now that she has found her passion in consumer research, she is helping develop Resonance's ground-breaking ethnographic offer.

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