| Title | KLM FLAT OR NOT |
| Brand | KLM ROYAL DUTCH AIRLINES |
| Product/Service | KLM WORLD BUSINESS CLASS |
| Category |
B04. TRAVEL, ENTERTAINMENT, LEISURE & RETAIL, INCLUDING E-COMMERCE AND RESTAURANTS |
|
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 |
Creative/Concept |
| Keith Kornson |
DDB/Tribal Worldwide/Amsterdam |
Designer/Art Director |
| Esther Te Pas |
DDB/Tribal Worldwide/Amsterdam |
Client Service Director |
| Daniëlle 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 |
Creative Execution
We created a full-screen HTML experience for desktop and tablet devices with a simple and intuitive interface. An interactive game that seamlessly blended graphics, disruptive animations, edgy sound bites and hidden camera footage. Three different game rounds, each with a different question. 3 clicks and you’re done!
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.
Objectives:
Generate awareness of the luxurious new KLM full-flat World Business Class seat with non-frequent Business Class travellers.
We set the ambitious target of making 2 million people aware of the new product proposition.
Insight:
People are much more inclined to pay attention to an entertaining game around people that get spoofed than a product banner. If we demonstrate the main product feature in this game, people will remember.
Strategy:
Challenge people to participate in a simple, yet engaging game that demonstrates the main product feature.
Idea:
At Schiphol Airport, we installed a specially prepared seat in the waiting area that could transform into a fully flat bed. When unsuspecting travellers sat down, the seat reclined. Whoever spontaneously dared to relax and go fully flat won World Business Class tickets. The responses of the travellers were used to create a seeding video and a dead simple, yet engaging online game: FLAT or NOT.