| Title | KLM FLAT OR NOT |
| Brand | KLM ROYAL DUTCH AIRLINES |
| Product/Service | KLM WORLD BUSINESS CLASS |
| Category |
A08. DIGITAL DESIGN |
|
Entrant Company
|
DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
|
Credits
| Bart Mol/Pol Hoenderboom |
DDB/Tribal Worldwide/Amsterdam |
Creative Director |
| Gijs Sluijters |
DDB/Tribal Worldwide/Amsterdam |
Creative/Concept |
| Joris Tol |
DDB/Tribal Worldwide/Amsterdam |
Concept/Concept |
| Keith Kornson |
Ddb/Tribal Worldwide/Amsterdam |
Designer/Art Director |
| Esther Te Pas |
DDB/Tribal Worldwide/Amsterdam |
Client Service Director |
| Danielle Boskemper |
DDB/Tribal Worldwide/Amsterdam |
Account Director |
| Steven Beukers/Wendy Losse |
DDB/Tribal Worldwide/Amsterdam |
Project Manager |
| Ralf Hesen |
DDB/Tribal Worldwide/Amsterdam |
Strategy Director |
| Fione Van Wijk |
DDB/Tribal Worldwide/Amsterdam |
Agency Producer |
| Maxim Van Dam |
DDB/Tribal Worldwide/Amsterdam |
User Experience Designer |
| Frank Houben/Natascha Van Roode/Esther Van Kessel |
KLM Royal Dutch Airlines |
Advertiser Supervisor |
| Bart Buiter |
|
Director |
| Jan Rein Hettinga |
|
D.o.p. |
| Erik Verhulst |
The Ambassadors |
Editor |
|
Mediamonks |
Production Company |
|
Massivemusic |
Music Company |
|
Kaiser Sound/Studio’s/Mediamonks |
Sound Design |
|
TEAM ENG |
Camera Crew |
Brief Explanation
Key objective:
We did a stunt at Schiphol Airport with a specially prepared waiting seat. To raise awareness for KLM’s new Business Class seat, we wanted to use this footage in a game. The game had to be easily understandable, so everyone could play it.
Challenges:
How could we create a game show-like experience while keeping the KLM World Business Class look and feel? And how could we keep the audience engaged until the end of the game?
The Brief
Introduce KLM’s new World Business Class seat, which can transform into a fully flat bed. Target audience: non-frequent Business Class travellers.
With KLM’s new full-flat seat, travellers can arrive even more relaxed at their destination. All they have to do is lie back and relax.
How the final design was conceived
We wanted to create a game that felt energetic, like the crazy Japanese TV shows, but... still keep it simple and intuitive with a playful style that fitted KLM’s new World Business Class. It ended up being a simple game, 3 clicks and you’re done!
We guided users through the game in a bold way. Different phases were introduced with in-your-face graphics, disruptive animations and edgy sound bites. Combining this with hidden camera footage really breathed life into the game.
Most of the colour tones were based on the colours of KLM’s World Business Class.
Indication of how successful the outcome was in the market
The seeding film generated a lot of buzz, resulting in over 4 million views on YouTube and Facebook. The game was played over 160,000 times with an average time spent on site of 4.5 minutes.