| Title | KLM NIGHTSLIGHT |
| Brand | KLM ROYAL DUTCH AIRLINES |
| Product/Service | KLM NIGHTSLIGHT |
| Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
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Entrant
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DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
|
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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 promotional item, 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.
Campaign Success
In early April, we sent out a press release with a link to an emotional video around the KLM Nights Light. Two days later, we mailed an eDM to KLM business customers (KLM database). Seeding of the video and placements in KLM media (inflight magazine Holland Herald and Flying Dutchman, a magazine for frequent flyers) were scheduled in the weeks after the mail date. Seeding budget was just €15,000.
Describe the success of the promotion with both client and consumer including some quantifiable results
As a result of the launch, KLM added +3% members to their loyalty programme for small and medium-sized businesses, 4% of members reactivated their account: in total 7% more active accounts (2% above target).
eDM CTO: 37.6%, CTR: 8.3%. Benchmark: 31.3%, 6.4%.
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.
All KLM Night Lights were sold out within a few days. KLM ordered more, the product is now permanently available in the KLM shop.
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). It 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)
Explain why the method of promotion was most relevant to the product or service
We created a promotional item for Dutch business travellers: the KLM Nights Light. The goal was not to sell or give away as many products as possible, but to touch them in the heart and make a long-lasting impression. Business travellers could get hold of the KLM Nights Light by booking a trip with KLM or by signing up for the KLM BlueBiz loyalty programme, the KLM corporate loyalty programme or the Flying Blue programme. They could also purchase the product in the KLM web shop. The KLM Nights Light accomplished all goals.
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.
In early April, we sent out a press release with a link to an emotional video around the KLM Nights Light. Two days later, we mailed an eDM to KLM business customers (KLM database). Seeding of the video and placements in KLM media were scheduled in the weeks after the mail date.