STRATEGY

The strategy behind this add is that-

It is trying to focus all the executives as well as middle class people. It tries to grab the attention of those people through this executive advertisement. It also follows to achieve its objective. The strategy clearly parallelizes with the objective. The high ambition to fly high in the sky might be fulfilled by any other flight, but Lufthansa here not only fulfills that desire but also gives satisfaction which no one can. While celebrating 50 years of constant service in the aviation sector in India it has not forgotten its basic objective to take care of its customers. These things are clearly reflected in strategy.

CREATIVE IDEA

In this add the creativity which has reflected is really appreciable. A child dreams to be a pilot which shows the high ambition to fly high. It is also supported by a man who puts a cap on the head of the child which means Lufthansa takes care of dreams of the people to make it realty. This picture also reflects that Lufthansa takes care of every individual starting from children to old person. In this small picture it spreads its big message supporting the objective of offering service “from anywhere to everywhere,”.

EXECUTION

Through this add it tries to attract the attention of the people to achieve its objective. It has executed the add in such a way that it can easily grab the customers. In this add it shows that it has made India home for 50 years which means continuously and consistently it has done its duty and hope to do so in future which satisfies its objective of increasing market share and turnover simultaneously at the same time providing service to the customer at low price.

MEDIA

Here the most important thing is that how you are delivering your creative message effectively. For that the choosing of media is very important. And also Lufthansa has taken a wise decision to publish its advertisement in Business India. As it is a business class magazine and is being used by mostly the business class people and also upper middle class people, so really it has a great impact upon people and a successful step taken by Lufthansa in choosing media.

CONCLUSION

"The first campaign is extremely successful and have already seen the effectiveness of the advertisement. It is also great to have the ability to track the advertising from initial impact to final sales."