B03. Use of Social Platform(s) in a Promotional 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
Credits
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 Brief
Problem: KLM is proud of its excellent customer service, but you have to fly KLM to experience it.
Insight: When travellers run into problems, they start sharing it on social media.
Strategy: 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.
Campaign Success
1. We started off with an extensive six-month analysis of travel-related ‘complaint’ tweets on Twitter. What problems do travellers share?
2. Based on this analysis, we were able to anticipate support queries and to put together our support team. We did not pre-prepare answers, because we wanted to offer genuine personal support.
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. We started answering tweets and offering KLM’s customer support to any passenger. In addition to text replies, we created as much striking rich-media content as we could, to delight those who unexpectedly received support and to encourage sharing.
5. In addition to this, teams proactively offered physical support at 4 major airports around the world.
6. We made a highlights compilation video.
Describe the success of the promotion with both client and consumer including some quantifiable results
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
Explain why the method of promotion was most relevant to the product or service
Problem: KLM is proud of its excellent customer service, but you have to fly KLM to experience it. Insight: When travellers run into problems, they start sharing it on social media. Strategy: 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. We put up a glass pavilion at Amsterdam Airport from where we proactively started answering tweets and offering KLM’s customer support. We used KLM’s Twitter handle and #happytohelp to reply. We didn’t create pre-prepared answers, because we wanted to offer genuine personal support. In addition to text replies, we created striking rich-media content on the spot, to delight those who unexpectedly received support.