KLM THE BEAUTY IN MOTION

Short List
ClientKLM ROYAL DUTCH AIRLINES
Category D05. Sculptural Brand Installation & Experience
TitleKLM THE BEAUTY IN MOTION
Product/ServiceKLM AIRPORT INITIATIVES
Entrant DDB & TRIBAL AMSTERDAM, THE NETHERLANDS
Idea Creation DDB & TRIBAL AMSTERDAM, THE NETHERLANDS
Production RANDOM STUDIO Amsterdam, THE NETHERLANDS
Production 2 FICTION FACTORY Amsterdam, THE NETHERLANDS
Production 3 MR. FRANK Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Bart Mol DDB & Tribal Worldwide, Amsterdam Art Director
Pol Hoenderboom DDB & Tribal Worldwide, Amsterdam Copywriter
Yuka Kambayashi DDB & Tribal Amsterdam RTV Director
Jolijn de Haas DDB & Tribal Worldwide, Amsterdam Senior Producer
Esther te Pas DDB & Tribal Amsterdam Business Director
Ralf van Hesen DDB & Tribal Worldwide, Amsterdam Strategy Director
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
Random Studio Random Studio Experience design
Fiction Factory Fiction Factory Product design
Mr. Frank Mr. Frank Film production
Massive music Massive music Music

The Campaign

How could we bring across the added value of six(!) completely different KLM initiatives at Amsterdam Airport Schiphol (ranging from a rich Crown Lounge to practical Self Service Transfer) in a single message? Six initiatives with completely different purposes. To communicate the idea of effortless movement through the airport we visualized 198 passengers on their way to catch a plane –using marbles that literally find their way of least resistance from entering the airport to finding their seat. We plotted the six initiatives in this journey, to make people see the connection and make them realize KLM also has an important hand in improving their travel experience at the airport. Each of the six initiatives is linked to a segment in the installation that help the passengers find the smoothest path to their seat. From faster tracks representing priority lane passengers to spectacular jumps for the easy transfer service.

Creative Execution

We created a kinetic installation around 198 steel marbles in motion, representing passengers on their way to catch a flight. The marbles move through a seemingly chaotic airport and end up in the structured environment of an airplane cabin. The installation consists of a steel track – completely created by hand – which leads the marbles past six KLM initiatives that smoothen their journey. We linked each product/service to a special segment in the installation, Like a fast lane for people using self-service baggage check-in or by featuring a special developed algorithm that helps passengers board without queuing up in the aisle. The installation was exhibited at the Dutch Open Golf tournament (14-17 Sept), at the Dutch Design Week (21-29 Oct) and will be exhibited for three months at Amsterdam Airport Schiphol in the near future.

Indication of how successful the outcome was in the market

Amsterdam Airport Schiphol, KLM’s home base, hosts up to 230k visitors per day, early next year the installation will be displayed there for three months. Through the exposition at the Dutch Design Week we reached 335k visitors, the exposition at the Dutch Open Golf tournament reached 50k visitors. Through KLM media (email, social channels) we reached 2,1 million KLM passengers (current or previous).

Primarily KLM wanted their passengers to realize their service goes beyond their airplanes and to notice the added value of the different initiatives it deploys at Amsterdam Airport Schiphol to smoothen their journey. How could we make them (and as many other Schiphol visitors as possible) want to digest this, in itself not-so-exciting, message? We came up with an extremely simplified metaphor for a smooth journey: a marble that literally moves in the path of least resistance, and KLM helping achieve that. Based on this metaphor we built a fascinating piece of craftsmanship: the KLM Beauty In Motion Installation. The exhibition of the installation serves as our media that provides exposure/engagement for a very long time without any media budget. Next to that we shared the story around the installation with KLM passengers via KLM media (email, social channels).