How Lufthansa built engagement with branded content

Industry : Automotive & Transportation
Capabilities : Campaigns, Mobile

Small and Medium Entrepreneurs are a large, fast growing community in India. Lufthansa wanted these potential customers on board. However, their wide demographic diversity made reaching this target audience was a challenge. And to attain the goal of becoming the brand of choice with this group it was essential to demonstrate a deep understanding of these entrepreneurs with creative that built a high level of engagement.

MRM launched a branded content platform targeted at SMEs, centred on a business reality TV series: Runway to Success.  Each week SMEs presented their ideas to successful business legends who judged the ideas. The SME whose idea was found most promising won a scholarship to an entrepreneurial program at Cambridge, mentorship from VC firms, and of course a round trip Business Class ticket to England from Lufthansa.

The program ran weekly on ET Now, the TV channel of the Economic Times of India and also on their YouTube channel.

Leading up to the introduction of the show we created local events all across India: Runway to Success Mentorship Camps where SMEs could interact with successful business icons in seminars and workshops. These events also created a pipeline of contestants for the TV show.

Resultados

The unique branded content of the show struck a chord with our core target, the SME business traveller. With its innovative approach, the show was among the most watched TV shows in its time slot.

With this initiative Lufthansa was able to garner top-of-mind recall with the community and established itself as a brand that supports the cause of SMEs in India.

Here’s a snapshot of the numbers achieved:
SME entries: Over 22,000
Event Attendance: 3,500
Total reach: 2,125,000 (Number of people who watched the show)