Title	FLIGHT DOCUMENTATION VIA MESSENGER
Brand	KLM ROYAL DUTCH AIRLINES
Product/Service	FLIGHT DOCUMENTATION VIA MESSENGER
Category	A01. Interface & Navigation (UI)
Entrant	KLM Amstelveen, THE NETHERLANDS
Idea Creation	KLM Amstelveen, THE NETHERLANDS

Name	Company	Position
Tjalling Smit	KLM Royal Dutch Airlines	SVP Digital

The Campaign

Consumers spend more and more time on mobile and social apps in particular. Travel companies like KLM Royal Dutch Airlines usually try to seduce customers to install their apps or use social advertising to drive them to their own channels. But what if instead of driving them to KLM channels, we could bring the KLM channels to our customers, being where our customers are? That is why KLM launched Flight documentation via Messenger, offering native booking and check-in confirmation, boarding pass and flight status updates via Facebook Messenger.

Creative Execution

KLM Royal Dutch Airlines launched Flight documentation via Facebook Messenger, a way for customers to do on Facebook Messenger what they would normally do on KLM.com or other channels: get their booking confirmation, get their boarding pass, check in for their flight and see flight status updates. To make it even more convenient, when a customer has a question, he or she can instantly contact one of KLM's 235 social media service representatives who will instantly answer the question in the same Messenger thread. The service is really simple: during booking a ticket at KLM.com, customers can opt-in to receive their booking conformation via Facebook Messenger. From that moment on, all communication runs via Facebook Messenger: boarding pass, check-in, flight status updates, all conveniently offered in people's app of choice, Facebook Messenger. More than 1.700.000 actions (boarding passes, check-ins) were performed since the launch 31/03 with more than 500.000 unique users, making it a huge success not only for KLM, but mainly for it's customers. Upon customer request, KLM will expand the functionalities offered via Facebook Messenger in the near future. The service was developed inhouse by KLM on top of the custom KLM api in cooperation with Facebook. KLM was the first travel company to launch a service like this on Facebook.