After launching the “Yes” communication platform in January 2024, in which Lufthansa puts the spotlight on the guests’ personal experiences, the airline introduces a new, 360° campaign, inviting the audience to embrace the ‘Yes’ and unlock unforgettable adventures. Developed with the help of agency Serviceplan — which has led the brand’s global marketing communication as lead agency as of January 2024 — the latest initiative encourages travelers to embark on new adventures by simply saying “Yes.”
Carrying the message “Every journey is a new beginning. All it takes is a Yes,” at the heart of the campaign is a 3-minute-long video, in which viewers can follow the fascinating — and magic — journey a lady embarks on upon typing different destinations on the Lufthansa app. With just a simple tap on the app, the film hero magically travels to new destinations, effortlessly switching between them by typing them into the search bar. Directed by Niclas Larsson via ICONOCLAST, the video lets the viewers experience a shop in Shanghai, swim in the waters near Rio de Janeiro, have a sandwich in New York, wander the streets of Mumbai, party at a wedding in Rome, or enjoy the views offered by the desert in South Africa.
Commenting on the initiative, Michelle Mynhardt, Head of Brand Marketing and Customer Relations Lufthansa, said: “In our current campaign, we want to invite people to plan great travel adventures for next year. As a premium airline, Lufthansa is the perfect partner for this. The cabin experience of each of our guests is very important to us and we will continue to bring them to their desired destination comfortably and safely in 2025.”
The initiative was developed and executed by an international Serviceplan team guided by Serviceplan CCO Germany Till Diestel and Global Executive Creative Directors Erick Barrios Hernández and Wolfgang Warzilek. The campaign videos and key visuals will be displayed across all media touchpoints in TV, cinema, print, online, audio, and D(OOH). It is launched in Germany, EMEA, and the Americas and will also be introduced to audiences in China and India.
“We all have these destinations in the world, we have dreamt of visiting for years. In our campaign, we take viewers there up close and personal and share the great feeling of experiencing these new worlds. We want to inspire people to be brave, to say ‘yes’ to actually book that flight and turn travel dreams into reality,” concludes Till Diestel.
Responsible for media strategy and planning was Mindshare, owned social was managed by Oscar Bravo, DDB for BTL & dialogue marketing, with Serviceplan Make taking care of the agency production. C3 Creative Code and Content will handle the content ecosystem “Lufthansa Insights” with uplifting travel stories.
CREDITS
Brand: Lufthansa
Agency: Serviceplan
