A forum for like-minded aerospace professionals
TWITTER- @neelam mathews
Friday, March 6, 2015
Lufthansa’s India-focused ad campaign proves highly effective
Mar 5 2015
Though Lufthansa has served India for over 50 years it continues to be viewed as a strict, no-nonsense German operator in the region. But the carrier is spending a lot of money to change the way it is perceived. And it is reaping results.
Last year Lufthansa launched its first ever country-specific customized commercial, “More Indian than you think”, which went viral on social media. On last count, the video had received more than 1.7 million views on YouTube alone. And it continues to be telecast in primetime on popular news channels in India, giving it continuous exposure.
The commercial follows the journey of a grandpa and his grandson changing their preformed opinion about the airline through their inflight passenger experience (#PaxEx).
In the two months following its release, some 898 tickets were booked on Lufthansa, and an internal survey pointed to a “definite correlation” with the commercial, Lufthansa’s South Asia director Wolfgang Will tells RGN.