Title	#HAPPYTOHELP
Brand	KLM ROYAL DUTCH AIRLINES
Product/Service	#HAPPYTOHELP
Category	C02. Use of Social in a PR campaign
Entrant Company	DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
Advertising Agency	DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
Media Agency	THE 7TH CHAMBER LONDON, UNITED KINGDOM
Production Company	MIKE TV Amsterdam, THE NETHERLANDS

Name	Company	Position
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
Jesse Mons	Ddb/Tribal Worldwide/Amsterdam	Executive Producer
Ralf Hesen	Ddb/Tribal Worldwide/Amsterdam	Strategy Director
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

The Campaign

Objective: The objective of this PR campaign was to create awareness of KLM’s excellent customer service and, as a result, create brand preference. Problem: You have to fly KLM to experience their service. Insight: When travellers run into problems, they start sharing it on social media. Strategy: Let’s offer KLM assistance in real time to all travellers flying other airlines. Surprise them by tapping into their natural behaviour of sharing complaints on social media. Idea: #happytohelp. A 24-hour-a-day special KLM customer service team set out to help travellers flying other airlines. Before the campaign, we analysed travel complaints for six months, and were able to compile a list of hundreds of relevant search words. Then, in the campaign week, we set up a control room at Amsterdam Airport Schiphol and started searching, resulting in close to half a million travel-related tweets. Our team read through every single one, to track down passengers in need of help. Most problems could be solved in a tweet; some needed a bit more attention. We created as much striking rich-media content as we could on the spot, to delight those who unexpectedly received support and to encourage sharing.

The Brief

The objective of this PR event was to create rumour around / awareness of KLM’s excellent customer service and, as a result, create KLM brand preference among air travellers (with a focus on 8 KLM key markets).

Execution

1. We started off with an extensive six-month analysis of travel-related tweets on Twitter. 2. Based on this analysis, we were able to anticipate support queries. We did not pre-prepare answers, because we wanted to offer genuine personal support (this is KLM’s policy). 3. We put up a glass pavilion at Amsterdam Airport Schiphol and equipped this with all needed equipment, including a green-screen studio to be able to offer help in any way we wanted. 4. Starting 13 October, we answered tweets and offered KLM’s customer support to any passenger for one week. KLM’s CEO kicked off the event and we invited press to witness this. 5. In addition to offering support via Twitter, teams proactively offered physical support at 4 major airports around the world. 6. We made a compilation video with all the highlights of the week.

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 - Clicks, retweets, replies, follows and favourites on Twitter in total 2.3% - 93% of all responses were positive. The other 7% were qualified as negative by the Radian6 program, but analysis of these responses showed that almost all were actually positive because the actual tweets were from non-KLM flyers calling out to KLM and #happytohelp for help.

The Strategy

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 it and can respond to it. Unlike people who post a message on a Facebook page. We tweeted intensely, we put some seeding budget behind content that got picked up by the audience, and we posted successful content on KLM’s Facebook page and shared it with media.