| Title | LIVE HIGH FIVE |
| Brand | KLM NEDERLAND |
| Product/Service | WERELDDEAL WEKEN |
| Category |
A02. USE OF EXHIBITIONS AND INSTALLATIONS |
|
Entrant Company
|
EIGEN FABRIKAAT Amstelveen, THE NETHERLANDS
|
|
Advertising Agency
|
EIGEN FABRIKAAT Amstelveen, THE NETHERLANDS
|
|
Production Company
|
MINIVEGAS Amsterdam, THE NETHERLANDS
|
Credits
| Peter Scholtens |
Eigen Fabrikaat |
Creative Director |
| Michael Kouwenhoven |
Eigen Fabrikaat |
Art Director |
| Dimitri Hubregtse |
Eigen Fabrikaat |
Copywriter |
| Rik Vandewall |
Eigen Fabrikaat |
Client Services Director |
| Edward Den Ouden |
Eigen Fabrikaat |
Copywriter |
| Sanne De Man |
Eigen Fabrikaat |
Project Manager |
| Laura Den Otter |
Eigen Fabrikaat |
Designer |
| Andrew Watson/Maarten Boon |
Minivegas |
Creative Director |
| Brian Bourke |
Minivegas |
Executive Producer |
| Anne/Marijn Bogers |
Minivegas |
Digital Producer |
| Marloes De Rijke |
Minivegas |
Producer |
| Benjamin Putland |
Minivegas |
Editor |
| Oscar Verpoort |
Minivegas |
Dop Lighting Cameraman |
| Bureau Ny |
Bureau NY |
Production Agency |
| Massive Music |
Massive Music |
Sound Studio |
| Bastiaan Hoogendoorn |
KLM Nederland |
Marketing Director |
| Femke De Zeeuw |
KLM Nederland |
Marketing Manager |
| Lotte Gouverneur |
KLM Nederland |
Brand Manager |
| Marieke Ubbink |
KLM Nederland |
Brand Manager |
| Paul Sluis |
KLM Nederland |
Brand Manager |
The Brief
In September, KLM Netherlands (Home market sales office of KLM Royal Dutch Airlines) celebrates their sales campaign: the KLM World Deal Weeks.
This year, KLM wanted to create awareness and reach a different target group than they do with their regular (ATL) media, but still create a fit with the KLM brand.
That’s why the airline chose to build an interactive and shareable experience around the World Deal Weeks-symbol: The High Five. Which is used in all campaign materials from TV to outdoor. From banner to print.
Describe how the promotion developed from concept to implementation
To create awareness, KLM created Live High Five. Two interactive installations provided a live visual connection across the ocean and connected hundreds of people in Amsterdam and New York live, through high fives.
Describe the success of the promotion with both client and consumer including some quantifiable results
During the day, the installation made hundreds of spontaneous interactions between real people from New York and Amsterdam possible.
The film was launched on KLM’s own social channels specifically targeting a Dutch audience. It was positively received and soon gained international appreciation as well.
In just two weeks the film gained:
• Over 910.000 unique views.
• A total reach of 10.000.000+ across social channels.
• Over €475.000 in earned and owned media
Most importantly, by creating an interactive experience around such a universal symbol as the high five, KLM literally connected people with each other and the KLM brand.
Explain why the method of promotion was most relevant to the product or service
During the interactive game, people were challenged to give the perfect high five across a distance of 3.613 miles. The best high fives were rewarded with KLM tickets to either Amsterdam or New York.