| Title | COVERGREETINGS |
| Brand | KLM ROYAL DUTCH AIRLINES, AMSTERDAM AIRPORT SCHIPHOL |
| Product/Service | COVERGREETINGS |
| 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
|
FONO Amsterdam, THE NETHERLANDS
|
Credits
| Robin Poelmann |
Ddb/Tribal Worldwide/Amsterdam |
Creative/Concept |
| Mats Tijmes |
Ddb/Tribal Worldwide/Amsterdam |
Creative/Concept |
| Gijs Sluijters |
Ddb/Tribal Worldwide/Amsterdam |
Creative/Concept |
| Joris Tol |
Ddb/Tribal Worldwide/Amsterdam |
Creative/Concept |
| Jenny Johannesson |
Ddb/Tribal Worldwide/Amsterdam |
Designer |
| Joris Blomjous |
Ddb/Tribal Worldwide/Amsterdam |
Motion Designer |
| Ddb/Tribal Amsterdam In Cooperation With Fhv Bbdo |
Ddb/Tribal Amsterdam In Cooperation With Fhv Bbdo |
Strategy |
| Fono |
Fono |
Productioncompany |
| Danielle Boskemper |
Ddb/Tribal Worldwide/Amsterdam |
Account Director |
| Jolijn De Haas |
Ddb/Tribal Worldwide/Amsterdam |
Account Manager |
| Fione Van Wijk |
Ddb/Tribal Worldwide/Amsterdam |
Agency Producer |
| Tobias Corba |
Fono |
Director |
| Bas Verwoerd |
Fono |
Director/Producer |
| Melissa Nieveld |
Fono |
Producer |
| Max Maloney/Ties Versteegh/Ben Steensels/Ype Poortinga |
|
D.o.p. |
| Spook.fm |
Spook.fm |
Sound Studio |
| Femke De Zeeuw |
Klm Royal Dutch Airlines |
Manager Marketing Communications |
| Marieke Ubbink |
Klm Royal Dutch Airlines |
Sr. Brand Manager Marketingcommunicatie |
| Flip Nelissen |
Amsterdam Airport Schiphol |
Manager Aviation Marketing Communication A.i. |
| Renske Green-lute |
Amsterdam Airport Schiphol |
Marketing Coordinator At Aviation Marketing Communication |
The Brief
Objective: create sympathy for KLM and AAS, and, as a result, preference for flying KLM via AAS, by demonstrating that their close partnership is able to accomplish genuine personal attention.
Strategy: create an activation that provides a unique experience that can only be accomplished through a smart and flawless cooperation between the partners. Engage friends and relatives in this activation in such a way that it touches the heart of all involved.
Campaign Success
The campaign consisted of the activation itself, at Amsterdam Airport Schiphol, and a filmed report.
KLM’s planning department sought out 4 planes, all flying to different continents, to surprise passengers on.
Unbeknownst to passengers, friends and family were invited to write a personal goodbye note to their loved ones in a special drawing stand after they parted ways at customs at the airport. KLM and Schiphol employees then raced to the flight and posted these personal notes to the seats that were assigned to the passengers, just in time for the passengers to read as they boarded the plane.
The film was launched through owned social-media channels from KLM and Schiphol, such as Facebook and Twitter.
Describe the success of the promotion with both client and consumer including some quantifiable results
We surprised travellers on board of 4 KLM 747 or 777 airplanes, flying to every corner of the world, and got only positive reactions.
The compilation video of the event got more than 2 million views without any seeding budget.
We generated a huge amount of free publicity, being picked up by e.g. Huffington Post, Today.com, Daily Mail, Creativity Online and The Drum.
The response was so positive that KLM & Schiphol are considering making Cover Greetings a permanent service.
Explain why the method of promotion was most relevant to the product or service
The objective of the campaign was to create sympathy for the brands KLM and Amsterdam Airport Schiphol (AAS), and, as a result, preference for flying KLM via AAS, by demonstrating that their close partnership is able to accomplish genuine personal attention.
To do so we created Cover Greetings: a unique way to create a personal message for loved ones travelling with KLM & AAS. We had a special Cover Greetings stand at Schiphol Airport and targeted people on planes flying to all continents to surprise them with the activation.
A compilation video of the activation was shared on all social media channels of both brands, showing their one-of-a-kind collaboration to create unique, memorable moments for the people they carry: their passengers.