Winners & Shortlists

KLM FLAT OR NOT

TitleKLM FLAT OR NOT
BrandKLM ROYAL DUTCH AIRLINES
Product/ServiceKLM 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
Name Company Position
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.