Shanghai – WE Marketing Group created a new digital experience for consumers as part of the Lufthansa German Airlines Chinese New Year campaign. Consumers can experience this from February 4-22 through an HTML5 mini-site in Lufthansa’s official WeChat account.
The creative idea is a journey to create greetings, which allows consumers to take four simple steps on their mobile device to generate numerous variations of customized greetings. Consumers can choose from two standard default versions, or change the background of any of the six customizable templates to add their own background photos and words. By redesigning the traditional look of Chinese paper cutting, and leveraging a lively monkey in different poses, the campaign creative is untraditional, fun, and premium in design, which allows the consumer’s greeting card to stand out from others.
WE marketing group’s managing director Kenny Wong explains the insight, “WE created this campaign based on an unmet need. Consumers have to send many different Spring Festival greetings to family and friends, but it takes too much time and skill to make the greetings look impressive. People realize that the lazy way is to copy other people’s greetings and paste to resend, but they feel it’s insincere. We understand that it’s easier for people to take photos than write creative copy, so we leverage this in our campaign idea. ”
“Since Nonstop You is our brand slogan, this campaign concept is Nonstop Greetings, because Lufthansa offers endless possibilities for creating greeting cards,” Michael Knapp, Lufthansa’s Senior Manager, Marketing and Product.
“Lufthansa wants to help Chinese consumers celebrate the most important holiday of the year, and we know that China is the most mobile savvy market. So, we offer a high quality, and simple to use, tool for consumers to send a large variety of creative greetings with just a few simple taps on their mobile device. We also give consumers the option of not using our logo in most of the greeting templates so that the cards they share with friends and family aren’t too commercial,” adds Michael Knapp.
This greeting card is part of a digital campaign, which includes social media components on WeChat, managed by WE Digital, part of WE group. The campaign includes incentives for participants, and the top ranking greeting card generator will be named the “Fortune Generation Star” and rewarded with two round-trip tickets to Europe via Germany.
About WE Marketing Group:
WE Marketing Group is China’s top ranking independent advertising agency (R3 survey 2009 and China Advertising 2013) and one of the world’s top 13 independent agencies (Campaign Magazine 2013). WE provides integrated marketing communication services including brand strategy, advertising creative & production, media planning and buying, event marketing, digital and social media marketing. As the "3rd Force" in China's advertising industry, WE stands for “West meets East”, representing the perfect balance of Chinese insights and western business acumen. WE's mission is to help local brands globalize and global brands localize. With over 350 employees in five offices, including Hong Kong, Shanghai, Beijing, Nanjing, and Guangzhou, and working with partner agencies worldwide, we serves clients throughout China and around the world.
For further information, please contact:
Kenny Wong, managing director,
WE marketing group
Office: +86 21 61219688 x628