Lufthansa joins hands with virtual idols to successfully take off in the hearts of Generation Z with a cloud tourism

Margaret Yu, Audrey Low, Yi Liu

During the epidemic, many international airlines chose silent or conservative growth strategies, but Lufthansa foresees growth opportunities in 2023, and defines China’s Generation Z as a new business growth point, hoping to draw closer to each other in a way they recognize , making Lufthansa their first choice for future European travel.
Case Details

Brand: Lufthansa Lufthansa

Brand Owner: Lufthansa, Lufthansa

Main agency companies: Mindshare China, Shenzhen Tencent Computer System Co., Ltd. Tencent [not WPP]

Main agency holding group: WPP

Launched on the market: Mainland China

Industry: Aviation

Media channel:【

Budget: 1-2 million

case summary

During the three years of the epidemic, Lufthansa's business growth and marketing plans have slowed down. Before the opening of the country in 23 years, Lufthansa took the lead in deploying a new business growth point in China - Generation Z. Lufthansa chose Bilibili, a platform representing young cultural...

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