Title	KLM SEARCH DOG
Brand	KLM ROYAL DUTCH AIRLINES
Product/Service	KLM LOST & FOUND TEAM
Category	A01. FICTION: SERIES OR FILM
Entrant Company	DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
Contributing Company	DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
Production Company	BIG SHOTS Amsterdam, THE NETHERLANDS

Name	Company	Position
Bart Mol	DDB/Tribal Worldwide/Amsterdam	Creative Director
Pol Hoenderboom	DDB/Tribal Worldwide/Amsterdam	Creative Director
Alex Herwig	DDB/Tribal Worldwide/Amsterdam	Creative/Concept
Jeroen Thissen	DDB/Tribal Worldwide/Amsterdam	Creative/Concept
Jesse Mons	DDB/Tribal Worldwide/Amsterdam	Sr. Project Manager
Ralf Hesen	DDB/Tribal Worldwide/Amsterdam	Strategy Director
Daniëlle Boskemper	DDB/Tribal Worldwide/Amsterdam	Account Director
Merle Wils	Big Shots B.V.	Head Of Production
Elian Wils	Big Shots B.V.	Director/Editor
Danny Van Den Bersselaar	Big Shots B.V.	Account Director
Daan Steijnen Van Eck	Big Shots B.V.	D.o.p.
Peter Westbroek	Big Shots B.V.	Sound Technician
Massive Music/Lodewijk Pöttker	Massive Music	Sound Engineer
Mirjam Esveld	KLM Royal Dutch Airlines	Social Media Manager
Simonette Verwoest	KLM Royal Dutch Airlines	Interim Communications Manager
Karlijn Vogel/Meijer	KLM Royal Dutch Airlines	Manager Social Media
Martijn Van Der Zee	KLM Royal Dutch Airlines	Sr. Vp E/Commerce Air France Klm

The Campaign

In the Netherlands, branded entertainment (offline and online) must be clearly recognizable as branded entertainment. The government does not allow brand placement in shows on national TV. The short film we created is therefore clearly a KLM film and was shared via KLM-owned media (YouTube, Facebook, Twitter). Note: this project was not just targeted at the Dutch market, but had a global ambition.

Results

KLM Search Dog Every week KLM receives 40,000 questions via social media. One of the top 10 questions is about missing items. To help its customers KLM set up a unique Lost & Found team, that uses all available passenger information - like seat numbers, phone numbers and public social media details - to proactively reunite passengers with their belongings. The challenge: how can we create significant international awareness of this successful KLM service and show that KLM goes further than any other airline in servicing its passengers, with a limited budget to promote it? KLM’s target was to get this message across (more than just reach!) to at least 1 million people, living in KLM’s key markets. Since our budget ruled out paid media, the creation of an engaging online video that people would like to share and seeding this video via KLM-owned media was the only option that offered us the chance to reach this target. Looking at the Lost & Found team, we felt they were very much like modern- day airport detectives. To introduce the service we decided to give the team a little hand. Or four little feet, to be precise. We introduced ‘Sherlock The Search Dog’. The adorable story of Sherlock gave us the opportunity to illustrate how successful the service is in returning passengers’ belongings, to show how the team always looks for ways to improve and always takes that extra step to service travellers. We created a video in which we see how Sherlock runs around at Amsterdam Airport Schiphol, helps the team and reunites passengers with their lost belongings. Equipped with a custom- made KLM blue rescue outfit, he runs his paws off to make people happy.

Initially the video was posted simultaneously on KLM’s Facebook and YouTube pages and took off from there. Shortly after the launch, we supported spreading of the film with a promotion budget of a little over € 100,000 (spent on Facebook, YouTube and Twitter and seeding) and some PR. Note: this project had a global ambition, but with this promotion budget we would not even be able to realize a significant presence in KLM’s (10) key markets including US, BR and UK.

• Without any promotional budget, the video collected 2 million views within 24 hours • Still counting, but the most recent data show 17 million views, a reach of over 60 million people and over 1 million people responding to it (620,000 Likes on Facebook) • So far the accumulated earned- media effects represent a value of over 2.0 million euros. • The Lost & Found team and Sherlock were, right from the first day, a topic of conversation and featured in editorial pieces on countless blogs and TV shows all over the world, including ‘Good Morning USA’ (5 million viewers) , The Huffington Post, CNN online, the Chinese TV news and the Dutch national TV news.