| Title | COVERGREETINGS |
| Brand | KLM ROYAL DUTCH AIRLINES, AMSTERDAM AIRPORT SCHIPHOL |
| Product/Service | COVERGREETINGS |
| Category |
C04. Travel, Leisure & Retail (incl. e-commerce & Restaurants) |
|
Entrant Company
|
DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
|
|
Advertising Agency
|
DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
|
|
Production Company
|
FONO Amsterdam, THE NETHERLANDS
|
Credits
| Robin Poelmann |
Ddb/Tribal Worldwide/Amsterdam |
Creative/Concept |
| Mats Tijmes |
Ddb/Tribal Worldwide/Amsterdam |
Creative/Concept |
| Gijs Sluijters |
Ddb/Tribal Worldwide/Amsterdam |
Creative/Concept |
| Joris Tol |
Ddb/Tribal Worldwide/Amsterdam |
Creative/Concept |
| Jenny Johannesson |
Ddb/Tribal Worldwide/Amsterdam |
Designer |
| Joris Blomjous |
Ddb/Tribal Worldwide/Amsterdam |
Motion Designer |
| Ddb/Tribal Amsterdam In Cooperation With Fhv Bbdo |
Ddb/Tribal Amsterdam In Cooperation With Fhv Bbdo |
Strategy |
| Fono |
Fono |
Production Company |
| Danielle Boskemper |
Ddb/Tribal Worldwide/Amsterdam |
Account Director |
| Jolijn De Haas |
Ddb/Tribal Worldwide/Amsterdam |
Account Manager |
| Fione Van Wijk |
Ddb/Tribal Worldwide/Amsterdam |
Agency Producer |
| Tobias Corba |
Fono |
Director |
| Bas Verwoerd |
Fono |
Director/Producer |
| Melissa Nieveld |
Fono |
Producer |
| Max Maloney/Ties Versteegh/Ben Steensels/Ype Poortinga |
|
D.o.p. |
| Spook.fm |
Spook.fm |
Sound Studio |
| Femke De Zeeuw |
Klm Royal Dutch Airlines |
Manager Marketing Communications |
| Marieke Ubbink |
Klm Royal Dutch Airlines |
Sr. Brand Manager Marketingcommunicatie |
| Flip Nelissen |
Amsterdam Airport Schiphol |
Manager Aviation Marketing Communication A.i. |
| Renske Green-lute |
Amsterdam Airport Schiphol |
Marketing Coordinator At Aviation Marketing Communication |
Brief Explanation
Air travel these days is largely an impersonal affair. Nothing says “you’re valued” quite like frequent flier numbers, boarding groups and hundreds of identical packs of peanuts. In a bid to change that, KLM Royal Dutch Airlines and Amsterdam Airport Schiphol (AAS) launched Cover Greetings.
Objective: create sympathy for KLM and AAS, and, as a result, preference for flying KLM via AAS, by demonstrating that their close partnership is able to accomplish genuine personal attention.
Results and Effectiveness
We surprised travellers on board of 4 KLM airplanes, flying to every corner of the world, and got only positive reactions.
The compilation video of the event got more than 2 million views without any seeding budget.
We generated a huge amount of free publicity, being picked up by e.g. Huffington Post, Today.com, Daily Mail, Creativity Online and The Drum.
The response was so positive that KLM & Schiphol are considering making Cover Greetings a permanent service.
Creative Execution
KLM planning department targeted airplanes flying to all corners of the world on two specific days on which we could surprise passengers.
On these days we ran the campaign and surprised as many people as possible; all spotted by special KLM & Schiphol spotter teams.
A well-hidden special drawing stand was created in an area at Schiphol Airport.
A few weeks later we released a compilation video of the activation on various social media channels of both brands, showing their one-of-a-kind collaboration to create unique, memorable moments for the people they carry: their passengers.
Insights, Strategy and the Idea
The target audience of the activation where people flying from Amsterdam Airport Schipholwith KLM Royal Dutch Airlines.
We managed to surprise travellers from different backgrounds flying to all continents.
With the seeding video we targeted at the international fan base on social media for both brands: KLM & Amsterdam Schiphol Airport.