| Title | KLM FLAT OR NOT |
| Brand | KLM ROYAL DUTCH AIRLINES |
| Product/Service | KLM WORLD BUSINESS CLASS |
| Category |
B04. TRAVEL, LEISURE & RETAIL (INCL. E-COMMERCE & RESTAURANTS) |
|
Entrant Company
|
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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Production Company
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MEDIAMONKS Hilversum, THE NETHERLANDS
|
Credits
| Bart Mol/Pol Hoenderboom |
DDB/Tribal Worldwide/Amsterdam |
Creative Directors |
| 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 |
| 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 |
Director |
| Bart Buiter |
|
D.o.p. |
| Jan Rein Hettinga |
|
|
| Erik Verhulst |
The Ambassadors |
Editor |
|
Mediamonks |
Production Company |
|
Massive Music |
Music Company |
|
Kaiser Sound/Studio’s/Mediamonks |
Sound Design |
|
TEAM ENG |
Camera Crew |
The Brief
Introduce KLM’s new Business Class seat, that can transform into a fully flat bed. Target audience: Non frequent Business Class travellers. Many of these travellers do not even know KLM is an airline.
Strategy:
Create buzz around an impactful stunt that randomly spoofs travellers. A demonstration of the main product feature is an integrated part of the stunt. Challenge others who did not witness the stunt to guess how the spoofed travellers responded. And to watch and share a video that registered the event.
Describe how the promotion developed from concept to implementation
At Schiphol Airport we installed a specially prepared seat in the waiting area that could transform into a full-flat bed. When unsuspecting travellers sat down, the seat reclined. Whoever spontaneously dared to relax and go fully flat in the middle of a busy airport won Business Class tickets. The responses of the travellers were used to create a seeding video and a dead simple, yet engaging online game. We set out to make 2 million people aware of KLM’s new product proposition (which is not the same as reaching 2 million people!) and collected over 4 million video views.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
Our stunt completely centred around the major product feature we wanted to create awareness for: a seat that could go fully flat. Chances are few people would take time to witness a standard product demonstration, let alone share it. People are much more inclined to pay attention to an entertaining game around other people that get spoofed. By integrating the product demonstration in the game, we made a much larger audience aware of the product proposition. This perfectly fits KLM, which has a reputation to uphold as a company that prefers extraordinary communications above a standard approach.