| Title | IFLY50 |
| Brand | KLM ROYAL DUTCH AIRLINES |
| Product/Service | TRAVEL INSPIRATION MAGAZINE |
| Category |
B02. Microsites |
|
Entrant
|
BORN05 Utrecht, THE NETHERLANDS
|
|
Idea Creation
|
BORN05 Utrecht, THE NETHERLANDS
|
Credits
| Albert Jan Prevoo |
KLM Royal Dutch Airlines |
Director Retail & Media at KLM Royal Dutch Airlines |
| Marc Jansz |
KLM Royal Dutch Airlines |
Business Developer at KLM Royal Dutch Airlines |
| Rogier IJzermans |
Born05 |
Founder & CEO |
| Sjors van Hoof |
Born05 |
Creative Director Art |
| Dennis van Vugt |
Born05 |
Creative Director Content |
| Timo Wilbrink |
Born05 |
Creative Director Interactive |
| Maaike Luijer |
Born05 |
Project Manager |
| Maxim van Dam |
Born05 |
UX Designer |
| Vincent van Rouwendal |
Born05 |
Visual Designer |
| Enzo Greco |
Born05 |
Motion Designer |
| Iris van den Broek |
Born05 |
Interactive Editor |
| Arjen Gosman |
Born05 |
Frontend Developer |
| Arjan Kruithof |
Born05 |
Frontend Developer |
| Roel van Hintum |
Born05 |
Frontend Developer |
| Frederik Pot |
Born05 |
Producer |
| Aron Beurskens |
Born05 |
Backend Developer |
| Massive Music |
Massive Music |
Audio |
The Campaign
The idea was simple. For our fiftieth edition we bundled fifty of the most breath-taking places on earth that we believe are worth traveling for. We wanted it to be immersive. In the early stages of the concept, we referred to our project as ‘the symphony’. We wanted to create a harmonic experience without any distractions. Photography, copy, music, animations, design and all the extra features users could unlock, needed to work together flawlessly. Clean as a whistle. Providing multiple smiles. Extending current bucket lists.
Creative Execution
From the very start of the project we told ourselves, our client included, that we had to keep it simple. Focus on the strong points that would set us aside, our distinctive assets. Clean design, silk-like countdown animations that would encourage users to keep scrolling, strong focus on high-quality photography and video, textual contributions needed to be supportive (not leading), create depth in content and present them as interactive surprises (audio tours, 360 video, extra photography and articles) and strive towards immersiveness by allowing ourselves to add custom-made music that nailed the feeling we wanted for the experience. These were actually our starting points before we started the UX-process.
We also knew by then, that we wanted to start the experience with something special. A double exposure styled entrance that combines a personal KLM touch and traveling in one animation.
Reach: 769.728 readers
Engagement: 7:04 minutes (average reading time)
Broadcasting time: 90.314 hours
Our business targets: perform better than we do in regular editions.
Reach: +132%
Engagement: +119%
Social engagement: +955%
Note: results were last updated on September 28th 2016
iFly KLM’s strategy is of simple origin: we give people reasons to travel (with KLM). Eight times per year we spoil and surprise KLM customers with a bundled set of enjoyable travel stories. That way, we keep KLM top-of-mind, and we function as inspirators and possible starting-point for booking tickets with KLM. The added strategy for our fiftieth edition was simple: we wanted to make waves. Create something that would be highly notable for loyal and occasional readers (within the KLM customer database), which simultaneously could serve as an appealing crowbar to get people to read the magazine for the first time (within the KLM customer database, but also beyond our known customers). Our final objective is to get people to read our magazines more often and more thoroughly. Eye-catching editions are not isolated successes; they make sure that more people read following editions. We know that by numbers.