| Title | #HAPPYTOHELP |
| Brand | KLM ROYAL DUTCH AIRLINES |
| Product/Service | #HAPPYTOHELP |
| Category |
B01. Use of Social Platforms |
|
Entrant Company
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DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
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|
Advertising Agency
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DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
|
|
Media Agency
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THE 7TH CHAMBER LONDON, UNITED KINGDOM
|
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Production Company
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MIKE TV Amsterdam, THE NETHERLANDS
|
Credits
| Pol Hoenderboom |
Ddb/Tribal Worldwide/Amsterdam |
Creative Director/Concept |
| Bart Mol |
Ddb/Tribal Worldwide/Amsterdam |
Creative Director/Concept |
| Keith Kornson |
Ddb/Tribal Worldwide/Amsterdam |
Design |
| Jaap Kraan |
Ddb/Tribal Worldwide/Amsterdam |
Design |
| Esther Te Pas |
Ddb/Tribal Worldwide/Amsterdam |
Client Service Director |
| Jolijn De Haas |
Ddb/Tribal Worldwide/Amsterdam |
Account Manager |
| Ralf Hesen |
Ddb/Tribal Worldwide/Amsterdam |
Strategy Director |
| Jesse Mons |
Ddb/Tribal Worldwide/Amsterdam |
Executive Producer |
| Wybe Sallows |
Ddb/Tribal Worldwide/Amsterdam |
Strategy Planner |
| Mike Tv |
Mike Tv |
Production Company |
| Sightline/Van Der Waerden Producties |
Sightline/Van Der Waerden Producties |
Technical Realization |
| Frank Houben |
Klm Royal Dutch Airlines |
Director Communications And Corporate Identity |
| Natascha Van Roode |
Klm Royal Dutch Airlines |
Head Of Marketing Communications |
| Marit Badia Hilligehekken |
Klm Royal Dutch Airlines |
Sr. Project Manager Marketing Communications |
| Bram Holzapfel/Stephen Joss/Stef Jongenelen/Pieter Van Den Heuvel/Axel Van Weel/ |
Ddb/Tribal Worldwide/Amsterdam |
Creative Involved |
| Anneli Rispens/Miranda Van Gendt/Steven De Jong |
Ddb/Tribal Worldwide/Amsterdam |
Social Editorial |
Brief Explanation
KLM is proud of its excellent customer service, but you have to fly KLM to experience it. That’s why for one week, we decided to help out travellers flying other airlines. Introducing #happytohelp. A 24-hour-a-day special KLM customer service team set out to help travellers flying other airlines… in real time. From a glass pavilion at Amsterdam Airport Schiphol we responded 24/7 to tweets from travellers who shared travel nuisances. In addition to text replies, we created striking rich content in an instant, to delight those who unexpectedly received support and to encourage sharing.
Results and Effectiveness
Results:
- Total impressions generated by the #happytohelp initiative: 37+ million
- Total video views: 7+ million
- #happytohelp accomplished a significant increase in KLM brand preference in all (8) KLM key markets we researched, except for KLM’s home market, where brand preference does not leave much room for improvement.
- 1 out of 5 people living in the researched focus countries spontaneously recognized #happytohelp
Creative Execution
When travellers run into problems, they start sharing it on social media. We started off with an extensive six-month analysis of travel-related tweets on Twitter. Based on this analysis, we were able to anticipate travellers’ support queries. We then replied to as many tweets as possible, using KLM’s Twitter handle and #happytohelp. We did not create pre-prepared answers, because we wanted to offer genuine personal support. In addition to text replies, we created as much striking rich content as we could on the spot, to delight those who unexpectedly received support and to encourage sharing.
Insights, Strategy and the Idea
Strategy: Offer KLM real-time assistance to all travellers flying other airlines. Surprise them by tapping into their natural behaviour of sharing complaints on social media.
Targeting: We focused our campaign on air travellers around the world, with extra focus on 8 KLM key markets. Most, but not all air travellers know the KLM brand. We did not want to be annoyingly intrusive, but surprisingly helpful instead. Therefore we chose Twitter as our main channel. Twitter is the most open social network and Twitter users who send out a tweet realize the whole world can read and respond to it.