| Title | KLM NIGHTSLIGHT |
| Brand | KLM ROYAL DUTCH AIRLINES |
| Product/Service | KLM NIGHTSLIGHT |
| Category |
F01. Consumer Products |
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Entrant
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DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
|
|
Idea Creation
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DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
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Credits
| Nick Maas |
DDB & Tribal Worldwide, Amsterdam |
Jr. Copywriter |
| Leo van Oss |
DDB & Tribal Worldwide, Amsterdam |
Jr. Art Director |
| Joris Kuijpers |
DDB & Tribal Worldwide, Amsterdam |
Executive Creative Director |
| Dylan de Backer |
DDB & Tribal Worldwide, Amsterdam |
Executive Creative Director |
| Jeroen Thissen |
DDB & Tribal Worldwide, Amsterdam |
Art Director |
| Nikaj Gouwerok |
DDB & Tribal Worldwide, Amsterdam |
Editor |
| Esmée Lechner |
DDB & Tribal Worldwide, Amsterdam |
Designer |
| Joris Groot |
DDB & Tribal Worldwide, Amsterdam |
Interaction Designer |
| Jan Vesters |
DDB & Tribal Worldwide, Amsterdam |
DTP |
| Ralf Hesen |
DDB & Tribal Worldwide, Amsterdam |
Strategy Director |
| Esther te Pas |
DDB & Tribal Worldwide, Amsterdam |
Business Director |
| Jesse Mons |
DDB & Tribal Worldwide, Amsterdam |
Executive Producer |
| Jesse Mons |
DDB & Tribal Worldwide, Amsterdam |
Executive Producer |
| Jin Angdoo |
Artcore |
Director |
| Marco Both |
Artcore |
Producer |
| Jaap Wajer |
Loudness.io |
Loudness.io |
| Tom Tukker |
MassiveMusic |
Music Composer |
| Andrew Spitz |
FROLIC studio |
Product Designer |
| Ruben van der Vleuten |
FROLIC studio |
Technical Engineer |
| Femke de Zeeuw |
KLM Royal Dutch Airlines |
Manager Marketing Communication |
| Sanne Boerema |
KLM Royal Dutch Airlines |
Sr. Brand Manager |
The Campaign
If we would simply try to convey our message with rational proof, it would not have a long-lasting impact. It was questionable if business travellers would even want to listen. To stick in the brain, we needed to come up with an emotional ‘something’ that touched the heart. Based on the insight that businesspeople often feel guilty when away from home, we decided to put the ones they have to leave behind in the spotlight: their family.
We created a cute consumer product, called the KLM Nights Light. A product that not only sticks in the brain, but sticks in the home. A light in the shape of a little plane, with emotional value (and PR potential!) that counts down the nights till mum or dad will be back from a business trip. Set the number of nights you’ll be away and the Nights Light does the rest.
Creative Execution
We created the KLM Nights Light for children aged 4-8. We looked for the perfect balance between a sleek design that fitted KLM as a brand and a cute design that speaks to children and parents. It needed to be intuitive, so that the young kids could easily use it. With just one button and the feedback from animating LEDs it’s super simple to set the light. Of course it needed to be sturdy, since kids are going to use it. Also, from a brand perspective, it should not feel cheap. At the same time, our production budget was limited. We produced 2000 low-tech miniature planes, each made out of five ABS plastic parts, with seven windows (symbolising seven nights), as 95% of KLM business travellers are away from home for less than a week. The windows are translucent for the LED lighting behind each window.
Indication of how successful the outcome was in the market
• All KLM Night Lights were sold out within a few days. KLM ordered extra KLM Nights Lights and the product is now permanently available in the KLM shop.
• As a result of the KLM Nights Light launch, KLM added +3% members to their loyalty programme for small and medium-sized businesses.
• Even though we did not expect business travellers to change their travel plans because of the KLM Nights Light, we generated a sales increase of +2.5% in April and May.
• The buzz around KLM Nights Light generated media value in the Dutch market worth 200K (a potential reach of 13M in a country with 17M inhabitants).
• Though focused on the Dutch market, KLM Nights Light also generated buzz outside of the Dutch borders. Estimated potential reach: 5.8M.
• KLM received very positive feedback from the target audience (including 5700 Likes for the video).
We created the KLM Nights Light in the shape of a little plane, to keep reminding our target audience, Dutch business travellers, of KLM when thinking of a business trip. By connecting this to the emotion of love for their family, we aimed to create a long-lasting impact. By creating buzz around the launch, even businesspeople who would not purchase the KLM Nights Light would be touched by the concept and therefore our message would stick in their brain.
Our target audience could purchase the product via a website where we communicated all USPs of travelling with KLM for business. A limited number of products were used as an incentive when booking a business ticket with KLM. We seeded an online video via KLM-owned media channels, e-DM and banners. Also KLM stewardesses handed over the Nights Light to Dutch influentials and Dutch lifestyle media.