| Title | KLM SEARCH DOG |
| Brand | KLM ROYAL DUTCH AIRLINES |
| Product/Service | KLM LOST & FOUND TEAM |
| Category |
A09. LAUNCH OR RE-LAUNCH |
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Entrant Company
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DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
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Advertising Agency
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DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
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PR Agency
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FINCHFACTOR Amsterdam, THE NETHERLANDS
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Production Company
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BIG SHOTS Amsterdam, THE NETHERLANDS
|
Credits
| 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 |
Music Producer |
| 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
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 launched 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.
Looking at the Lost & Found team, we felt they were very much like modern-day airport detectives. As a stunt to introduce the service, we decided to give the team a 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 Schiphol Airport, 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.
The Brief
Our challenge was to create significant international awareness of this very effective KLM service and show that KLM goes further than any other airline in servicing its passengers. With a limited promotional budget, 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.
Results
The most recent data show the video has generated over 17 million views (YouTube + Facebook), a reach of over 60 million and 1 million people responding to it (620,000 Likes on Facebook). The story was featured on countless blogs and TV shows all over the world, including ‘Good Morning USA’ (5 million viewers) , The Huffington Post, CNN online and the Chinese TV news.
Execution
Looking at the Lost & Found team, we felt they were very much like modern-day airport detectives. As a stunt to introduce the service, we decided to give the team a hand. Or four little feet, to be precise. We introduced ‘Sherlock The Search Dog’.
We launched the film on KLM’s Facebook page. With over 7 million followers, this is a solid base to start a viral. Shortly after the launch, we supported spreading of the film with a promotion budget of a little over €100,000 (spent on Facebook, YouTube, Twitter, seeding and some PR). Note: this project had a global ambition, but with this budget we would not have been able to realize a significant presence in KLM’s (10) key markets (including US, BR and UK) if spent on traditional advertising.
The Situation
KLM (Royal Dutch Airlines) serves 133 destinations in 69 countries on five continents from their hub at Amsterdam Schiphol Airport. One of KLM’s key objectives is to provide high-quality service to its passengers.
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 Strategy
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.
We wanted to create a PR story that would spread by itself, giving 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.