Lufthansa has teamed up with WE Marketing Group to launch its first TVC in China as a touching father and son story. They face a daunting dilemma resolved by an airport surprise that will make hearts fly.
WE’s local insight on the successful middle class target audience centers around a Chinese virtue known as “Xiào” (filial piety): children’s duty to care for their parents in return for the care given to raise them.
As the local economy boomed in the 80’s and 90’s, parents made sacrifices to give whatever they could for their child’s future success. However, because these children are now successful adults with busy schedules, they rarely can see their parents.
Therefore, the best way to thank one’s parents is through spending quality time together on family vacation.
“Lufthansa has a very long history in China. We’ve been here for over 90 years, and China is a very important market in the Lufthansa world. And we’re very happy that now, for the first time, we are shooting a commercial only and especially made for the Chinese market,” said Michael Knapp, Lufthansa’s senior manager of marketing and product.
“The father sacrificed himself for the son’s future, so the son wants to pay him back by spending time together on a European vacation. Because this is such a special occasion, he wants everything to go perfectly and require the best quality travel services, including the airline.” WE Marketing Group’s managing director Kenny Wong said.
The campaign starts airing in China in the first week of September, 2016. Moviegoers will learn how to “treat their loved ones to German quality” in Shanghai and Beijing’s cinemas, and the media mix will also include online pre-roll, print, outdoor, digital banners, mobile, and social media.
It also uses different creatives to capture the family’s journey, from the emotional encounter of father and son in the Pudong financial district, to the start of their vacation in a Lufthansa flight, to sightseeing in four European cities, to reviewing their precious photos on the return flight.
Creative was jointly developed by WE Group and German agency Kolle Rebbe, and shooting was done in both Shanghai and Frankfurt. The international production team included a director from Taiwan, DOP from France, production house from Germany, technical crew from Shanghai and Frankfurt, and cast from Beijing, Shanghai, and Frankfurt.