Category A03. Data Driven Consumer Product
Product/ServiceKLM CARE TAG
Production CZAR Amsterdam, THE NETHERLANDS
Name Company Position
Jasper Diks DDB & Tribal Worldwide, Amsterdam Creative Director
Ed van Bennekom DDB & Tribal Worldwide, Amsterdam Creative Director
Jesse Mons DDB & Tribal Worldwide, Amsterdam Digital Producer
Sophie van Pelt DDB & Tribal Worldwide, Amsterdam Executive Producer
Esther te Pas DDB & Tribal Worldwide, Amsterdam Business Director
Jolijn de Visser DDB & Tribal Worldwide, Amsterdam Senior Producer
Ralf Hesen DDB & Tribal Worldwide, Amsterdam Strategy Director
Kay Lindhout Czar Director
Marius van de Weerd Czar Producer
Thijmen Doornik Czar D.O.P.
Erik Verhulst Czar Off-line editor
HoKei Pang Czar Off-line editor
Mels Kroon Storm On-line editor
Andrew Spitz FROLIC studio Creative Director
Ruben van der Vleuten FROLIC studio Technical Director
Wouter Zijlstra FROLIC studio Electronic Engineer
Catriona Hand FROLIC studio Project Manager
Jaap Waijer Loudness Sound
Massive Music Massive Music Music
Frank Houben KLM Royal Dutch Airlines Global Brand & MarCom Director
Natascha van Roode KLM Royal Dutch Airlines Head of Global Marketing Communication
Marit Badia Hilligehekken KLM Royal Dutch Airlines Global Marketing Communications Manager

The Campaign

Over the last years Amsterdam has become a chaotic city, overcrowded with people, which has caused an increase in the number of accidents involving tourists. To assist KLM passengers during their stay, to ‘survive’ the city, we created a device that expands the ‘care’ of KLM’s crew beyond the plane. The Care Tag is an audio luggage tag equipped with GPS that automatically gives you all the tips and tricks to master Amsterdam, based on your location. A visitor can simply attach the tag to their bag. No internet needed. KLM flight attendants filled the Care Tag with thousands of practical tips. These messages where placed on the city map by coordinates at spots where visitors need more assistance. Like busy intersections, unsafe areas with pickpockets and other tourist traps. Together with the Amsterdam tourist office all data of these spots was collected and used within the Care Tag.

The Care Tag generated worldwide press coverage and was widely shared by travel sites and news media, including Lonely Planet and Fast Company (top 5 ads) for a calculated media value of €1.6 M. With the campaign we reached over 34 M people. Social sentiment around the project was 97% positive. An enquiry amongst visitors to Amsterdam who used the KLM Care Tag was very positive. They literally confirmed that the Care Tag enhanced their visitor experience! They also confirmed they used many of the tips, which means we accomplished behaviour change. All KLM Care Tags were handed out and because of the success more tags are in production at this moment. Brand reputation on the brand statement ‘KLM goes the extra mile for its customers’ was raised by +50% (exposed versus non-exposed). The video we created to activate our audience (to order the Care Tag) and to generate PR hit over 6.5 M views and generated 33k+ responses (Shares, Likes, Comments). With the campaign and the innovative service KLM once again proved to be the most customer-centric airline in the world.

For both the idea and the execution of the centrepiece of our campaign: the KLM Care Tag, plotting and interpreting data was crucial. Without it, we would not be able to create this smart device that expanded the service of KLM’s crew beyond their planes or the airport. The use of data allowed us to create a meaningful story in order to drive engagement.

The Amsterdam Tourist Office has plenty of data available concerning the behaviour of visitors of Amsterdam. We combined this data with data of crime locations (bike theft, pickpockets etc.), traffic (busy intersections) and hidden cultural and/or entertainment gems. After pinpointing the tips on the map, we evaluated the location sensitivity of every tip. Does it need to be presented exactly on this intersection (diameter of 5 metres around GPS location)? Or is it relevant for a broader area (diameter 500 meters around GPS location)? The primary target audience were KLM passengers. Secondary: prospects (people from different cultures that take more than one flight trip in a year). No better way to bring across the brand message that KLM staff care for their passengers and goes the extra mile to service them, than to create a genuine service that proves they do. To reach and engage as many people as possible, we aimed to develop a ‘story’ with talk value. We used data to connect tech (a smart device) with personal attention (assistance from flight attendants) to create the Care Tag. The Care Tag tied in to a hot topic: the pressure population puts on the city of Amsterdam.