Product/ServiceKLM CARE TAG
Category A05. Travel, Transport & Leisure
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 were collected and used within the Care Tag.


Together with the Amsterdam tourist office, we created a heat map of Amsterdam, collecting all city data of spots where visitors need more assistance. KLM flight attendants recorded thousands of messages like when to watch out for pickpockets, how to lock your bike, and which taxi to take. But also other messages like how to find your way in the city. The Care Tag played these messages automatically when people passed by the coordinates. Over 10,000 Care Tags were produced in 6 different languages (available languages: English, Chinese, Spanish, Portuguese, German and Russian). All Tags were handed out to people who bought a ticket with KLM to Amsterdam. More Tags are in production at this moment. We also created an engaging online video around the device, shared this via KLM’s emails (with passengers who opted-in for these mails), social media (partially through sponsored posts) and sent it to selected media.

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 media value of €1.6 M. The campaign reached +34 M people. Social sentiment was +97% positive. An enquiry amongst Care Tag users is very positive. They confirmed the tag enhanced their visitor experience and they used many of the tips, which accomplished the behaviour change. All tags were handed out and 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 created to activate our audience (order tag) and to generate PR hit over 6.5 M views and generated 33k+ responses (Shares, Likes, Comments). With the campaign and service KLM proved to be the most customer-centric airline in the world.

The Situation

We developed a smart device for KLM Royal Dutch Airlines, to assist travellers at their destination, with the aim to a) offer KLM passengers extra service, and b) (even more important) to generate maximum earned-media effects around it. The attention the project collected and the engagement it generated enhanced the reputation of both the KLM brand and its staff with the two target audiences we wanted to reach: KLM passengers and KLM prospects.

The Strategy

The primary target audience were KLM passengers. Secondary: prospects (people 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, that people would like to share and that would draw the attention from media. We connected tech (a smart device) with personal attention (assistance from flight attendants) to create the KLM Care Tag. The Care Tag tied in to a hot topic that already received a lot of attention: the pressure population puts on the city of Amsterdam. The KLM Care Tag saves both passengers and inhabitants from unnecessary nuisances (for example with advice at busy junctions).