Title	KLM THE BEAUTY IN MOTION
Brand	KLM ROYAL DUTCH AIRLINES
Product/Service	KLM AIRPORT INITIATIVES
Category	C03. Exhibitions / Installations
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

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 luxurious 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 visualised 198 passengers on their way to catch a plane – using marbles that literally find the 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 realise 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.

Campaign Success

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 specially 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) and at the Dutch Design Week (21-29 Oct), and will be exhibited for three months at Amsterdam Airport Schiphol in the near future.

Describe the success of the promotion with both client and consumer including some quantifiable results

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 exhibition at the Dutch Design Week we reached 335K visitors, the exhibition 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).

Explain why the method of promotion was most relevant to the product or service

The KLM ‘Beauty In Motion’ installation is a permanent spatial feature to drive customers’ engagement. The installation was already displayed at several events and will be displayed at Amsterdam Airport Schiphol. The ‘kinetic sculpture’ engages every person who passes by. The story around the construction of the installation was shared via KLM-owned media, to engage a wider audience.

Primarily KLM wanted its passengers to realise that its service goes beyond its 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 message, which in itself is not so exciting? 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 it to 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. In addition, we shared the story around the installation with KLM passengers via KLM media (email, social channels).