Struggling to connect with potential clients in the region, Lufthansa Airlines aimed to establish a resonant presence in the Middle East during Ramadan. Given that this month is associated with generosity, we believed a heartfelt CSR initiative would be the best approach to both enhance the brand's reputation and give back to those who deserve it. We conceived the Lufthansa Ramadan Rewards campaign, a digital initiative where families and friends could nominate deserving members within their community for a precious gift—a ticket home. For Lufthansa, this was about more than just travel; it was about reuniting loved ones, bridging distances, and fostering connections in the most heartfelt way during a time of reflection and joy.

My involvement spanned the creative spectrum—from the initial spark of strategy and conceptualization to meticulously crafting the copy for various touchpoints, including UX writing for the website, digital, and social media campaigns. As a copywriter, my task was to ensure our message not only touched the hearts of our audience but also spurred them into action and seamlessly guided them through the process.

The effectiveness of this campaign was not only felt in the warmth of the stories shared and the high volume of participation but also recognized by our peers, having been shortlisted for both the AME awards and the Effie awards (a testament to the campaign's impact)!