| Title | #HAPPYTOHELP |
| Brand | KLM ROYAL DUTCH AIRLINES |
| Product/Service | #HAPPYTOHELP |
| Category |
C04. Travel, Leisure & Retail (incl. e-commerce & restaurants) |
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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
|
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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 |
Concept/Creative Director |
| 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.