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Creating brand awareness and closeness to the fans during the EURO 2024
challenge
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.
All it takes is a Yes - YES TO EUROPE
SOLUTION
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.
Key Facts
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.
