| Title | THE AIRPLANE APARTMENT |
| Brand | KLM ROYAL DUTCH AIRLINES, AIRBNB |
| Product/Service | THE AIRPLANE APARTMENT |
| Category |
A07. Use of Events and Stunts |
|
Entrant Company
|
DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
|
|
Advertising Agency
|
DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
|
|
Production Company
|
FONO Amsterdam, THE NETHERLANDS
|
Credits
| Klm/Ddb/Tribal |
Klm Royal Dutch Airlines/Ddb/Tribal Worldwide/Amsterdam |
Concept |
| Alex Herwig |
Ddb/Tribal Worldwide/Amsterdam |
Creative |
| Jeroen Thissen |
Ddb/Tribal Worldwide/Amsterdam |
Creative |
| Ralf Hesen |
Ddb/Tribal Worldwide/Amsterdam |
Strategy Director |
| Esther Te Pas |
Ddb/Tribal Worldwide/Amsterdam |
Client Service Director |
| Danielle Boskemper |
Ddb/Tribal Worldwide/Amsterdam |
Account Director |
| Yuka Kambayashi |
Ddb/Tribal Worldwide/Amsterdam |
Agency Producer |
| Linda Cuvelier |
Ddb/Tribal Worldwide/Amsterdam |
Agency Producer Assistant |
| Saffron Pape |
Ddb/Tribal Worldwide/Amsterdam |
Photographer |
| Tank I.s.m. Art Dept Esther Meijer |
Tank I.s.m. Art Dept Esther Meijer |
Interior Design |
| Bas Verwoerd |
Fono |
Director |
| Tobias Corba |
Fono |
Director |
| Ben Steensels |
|
Dop |
| Carolien Eversdijk |
|
Producer |
| Femke Schreuders |
Klm Royal Dutch Airlines |
Social Media Manager |
| Simonette Verwoest |
Klm Royal Dutch Airlines |
Communications Manager Klm |
| Karlijn Vogel-meijer |
Klm Royal Dutch Airlines |
Manager Social Media |
| Rens Schoorl |
Airbnb |
Partnership/Fieldmarketing Specialist |
Brief Explanation
KLM Royal Dutch Airlines is the first airline in the world to partner with Airbnb. They now offer Airbnb accommodations with every destination on their website. We were asked to introduce this partnership and showcase KLM’s innovative character with a story that would be talked about. So we decided to put a truly one-of-a-kind accommodation up on Airbnb: a 285-seat KLM passenger plane transformed into a luxury apartment.
Results and Effectiveness
Both national and international press, like Mashable, CNBC and the Dutch RTL4 national news, picked up the story. The listing on the Airbnb website itself was viewed over 370,000 times within the two weeks it was live and we received over 10,000 booking requests. The online video of our guests’ surprising stay was viewed over 3 million times. The Airbnb listing and the video generated a combined reach of 12.4 million on Facebook.
Creative Execution
We used the Airbnb platform to tell our story in a new and super-relevant way. We created a fun and surprising listing of The Airplane Apartment on Airbnb and launched it on the Facebook and Twitter pages of both companies. It proved a unique piece of KLM content and it was shared immediately on social media.
In the online film, we showed how these people had the experience of a lifetime and how KLM did everything possible to make its tenants feel at home, in true Airbnb fashion.
Insights, Strategy and the Idea
Our target audience: Airbnb users and KLM passengers. Instead of trying to push our message with regular advertising, we created an event around a unique KLM Airbnb accommodation and pushed it there where it is most relevant: on the Airbnb website and via KLM’s social media channels. Because of the uniqueness of KLM’s plane-apartment, we activated the Airbnb-audience, generated massive buzz and drew the attention of the press. By sharing a film around the experiences of guests who stayed at the apartment, via KLM’s social media channels, we generated even more buzz.