50 m

digital Ad impressions on Meta

6 m

OOH contacts

6,4 k

scarfs were given out at airports FRA, MUC & STR

Overview

For UEFA EURO 2024, Lufthansa used its role as the airline of the fans to build brand affinity while promoting a bigger message. Under “YES TO EUROPE,” the campaign celebrated unity, democracy, and togetherness through a European fan scarf, international creators, and aircrafts serving as flying ambassadors.

Challenge

Creating brand awareness and closeness to the fans during the EURO 2024

Summer 2024 in Germany. It was football time. It was time to say yes to the European Championship. But it was also a time when Europe was more divided than ever. Lufthansa, carrier of the fans, wanted to take a stand and make the Euro2024 more than just a game. ​

Solution

All it takes is a Yes - YES TO EUROPE

As the sponsor of the German Football Association, we didn’t commit to Germany. We said yes to democracy. Yes to unity. YES TO EUROPE. ​
To kick it all off, we created The European Fan Scarf – a symbol of unity that encapsulates Europe’s route network. Creators all over the social media world became our supporters. We carried the statement across our international airline alliance and turned our planes into flying ambassadors. Our message transcended borders and became a unifying symbol far beyond the pitch. All it takes is a Yes. YES TO EUROPE. ​

Provided Services

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Lufthansa Werbekampagne am Rande einer Autobahn worauf eine Frau mit einem Fußball-Fanschal unter dem Motto: 'Yes to Europe' zusehen ist

Key Takeaways

#1

Our message transcended borders and became a unifying symbol.

#2

We made our YES-mindset tangible.

#3

Creators all over the social media world became our supporters.

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Susanne Kiefl Photo
Susanne Kiefl
Serviceplan
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