Title	FLIGHT DOCUMENTATION VIA MESSENGER
Brand	KLM ROYAL DUTCH AIRLINES
Product/Service	FLIGHT DOCUMENTATION VIA MESSENGER
Category	C03. Messaging Campaign
Entrant	KLM Amstelveen, THE NETHERLANDS
Idea Creation	KLM Amstelveen, THE NETHERLANDS

Name	Company	Position
Tjalling Smit	KLM Royal Dutch Airlines	SVP Digital

The Campaign

What if instead of driving travelers 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/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 as well as expand the service to new channels. The service helped KLM achieve over 120.000 euro per week in sales via it's social media customer service agents.

KLM Royal Dutch Airlines brings more than 27 million passengers to and from their travel and business destinations every year. These travelers spend more and more time on mobile (>60% of all KLM traffic is already via mobile) and social apps (KLM has more than 17 million connected travelers via various social channels) 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.