| Title | PLANE TO PRODUCT |
| Brand | KLM ROYAL DUTCH AIRLINES |
| Product/Service | KLM ROYAL DUTCH AIRLINES |
| 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
|
THE AMBASSADORS Amsterdam, THE NETHERLANDS
|
Credits
| Pol Hoenderboom |
Ddb/Tribal Worldwide/Amsterdam |
Creative Director |
| Bart Mol |
Ddb/Tribal Worldwide/Amsterdam |
Creative Director |
| Gijs Sluijters |
Ddb/Tribal Worldwide/Amsterdam |
Creative/Concept |
| Joris Tol |
Ddb/Tribal Worldwide/Amsterdam |
Creative/Concept |
| Robbin Cenijn |
Ddb/Tribal Worldwide/Amsterdam |
Design |
| Jolijn De Haas |
Ddb/Tribal Worldwide/Amsterdam |
Account Manager |
| Esther Te Pas |
Ddb/Tribal Worldwide/Amsterdam |
Client Service Director |
| Ralf Hesen |
Ddb/Tribal Worldwide/Amsterdam |
Strategy Director |
| Danielle Boskemper |
Ddb/Tribal Worldwide/Amsterdam |
Account Director |
| The Ambassadors |
The Ambassadors |
Production Company |
| Brigitte Albers |
Brigitte Albers |
Production Company |
| Femke De Zeeuw |
Klm Royal Dutch Airlines |
Manager Marketing Communications |
| Sanne Boerema |
Klm Royal Dutch Airlines |
Sr. Brand Manager |
Brief Explanation
KLM has been number 1 in the Dow Jones Sustainability Index as the most sustainable airline for ten successive years. So when KLM’s World Business Class cabin got an upgrade, we saw an opportunity to highlight this. We recycled the old interior into new travel products and exhibited them in the country’s most visible shop window.
Results and Effectiveness
14 prototype product designs where delivered within 20 weeks’ time. The best 8 designs where showcased for 2 weeks at the country’s most visible shop window in Amsterdam. The compilation video collected approximately 1,700,000 views and was shared via many influential blogs and channels like National Geographic Traveller, TEDx, Frame Magazine, Fast Company, Creativity Online, Dezeen and Design Taxi. Many consumers became aware of KLM’s sustainability efforts and found out about KLM’s new World Business Class.
Creative Execution
We used KLM’s strong owned media base (>11 million fans) to display the video around the sustainability initiative. To exhibit the product designs we worked together with the biggest luxury department store in the Netherlands: de Bijenkorf. For 2 weeks, we exhibited the designs in their most visible shop window on Dam Square in Amsterdam. In addition to this, editorial coverage was generated in travel and airline magazines.
Insights, Strategy and the Idea
KLM is one of Europe’s largest airlines, carrying thousands of people per day.
The target audience for this campaign were all worldwide social media fans of the brand: >11 million people.
KLM is one of the strongest social brands in the Netherlands and publishes a wide range of content on their social media channels. Next to publishing our message there, we generated free publicity with travel, news and special interest websites such as TEDx, National Geographic and Frame Magazine.