Case study

Luxembourg Pavilion at Expo 2025

27K plays in 14 hours. A pavilion repositioned in content.

Client

Luxembourg Pavilion

Year

2025

Industry

Government / Judicial Body

Solutions

Event

Crossborder

Brand

Digital

Overview

The brief

Luxembourg needed an Expo 2025 communications system that makes the pavilion feel like a gateway to European innovation, not a country exhibit. We built a localized social media activation framework — narrative strategy, repeatable content packages, and legally governed production — so the “Doki Doki” concept and pavilion experiences could translate into sustained awareness and partnership interest.

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The film

Challenge / Transformation / Impact

The work

01 / Challenge

A pavilion can attract foot traffic, but without a local narrative and repeatable content engine, that attention produces no lasting awareness or partnership leads. Luxembourg needed to be repositioned from country exhibit to gateway to European innovation for a Japanese audience.

02 / Transformation

YF developed the strategic narrative architecture for "Doki Doki: The Luxembourg Heartbeat" and built a pre, during, and post engagement journey extending well beyond the physical pavilion. A library of localized social content was produced, with formats and cadences calibrated for Japanese platform behavior.

03 / Impact

Luxembourg gained a repeatable social media activation system that produced the Pavilion's fastest-performing content, with localized reels reaching 27K plays in 14 hours and driving organic Japanese search growth for Luxembourg innovation. The framework gave the team a content model they can adapt for future international activations.

What we made

Deliverables

Strategic narrative and messaging framework for “Doki Doki – The Luxembourg Heartbeat”; Engagement journey design (pre / during / post content logic); Short-form social content system (“combos”):; - Reels + Stories packages for workshop and family activation; - AR and digital twin promotional content framework; - Human-interest storytelling theme system (“home away from home”); Japanese scriptwriting and localization package; Subtitle creation workflow (JP + other language variants as needed); Voiceover (VO) integration workflow; Production templates for consistent 50-second content windows and modular reuse; Legal and asset governance pack:; - Media releases and usage rights tracking; - Consent handling for voice-related assets; Social content handoff library and channel-ready exports

Selected stills