Title	TUNE INTO YOUR TRAVEL
Brand	KLM
Product/Service	KLM TUNE INTO YOUR TRAVEL
Category	A07. Travel
Entrant	MEDIAMONKS Amsterdam, THE NETHERLANDS
Idea Creation	MEDIAMONKS Amsterdam, THE NETHERLANDS
Idea Creation 2	KLM Amstelveen, THE NETHERLANDS
Production	MEDIAMONKS Amsterdam, THE NETHERLANDS

Name	Company	Position
Martine van der Lee	KLM	Service and Campaign
Renske Siersema	KLM	Service and Campaign
Lucy Blogg	KLM	Digital Communications Manager
MediaMonks	MediaMonks	Creative Digital Production Partner

Why is this work relevant for Brand Experience & Activation ?

Waiting at the airport is a common issue Tune into your travel engages travellers with the KLM brand at the airport from the moment they walk into the airport From the moment someone comes in the vicinity of an airport, they are encouraged to participate in this KLM branded experience. By giving travellers a joyful experience, KLM increases brand affinity for new and existing customers.

Background

Going on holiday is exciting, but waiting to board your flight is less enjoyable. Especially during holiday times, airports can be very busy. To ensure people are on time to make their flight, they are advised to arrive a few hours before departure. KLM wanted to create an experience that could entertain travelers at the airport during the time they have to wait to board their flight. Create an experience that engages KLM travelers as well as potential KLM travellers on their way to adventure. Create Geo-targeted campaign videos to launch and further boost “Tune into your Travel” Objectives: Offer travelers entertainment Make waiting more enjoyable Show the magic of augmented reality

Describe the creative idea

Tune into your Travel is a service to keep travelers engaged on their way to adventure. It is a Facebook camera AR filter with world and face filters, which transforms airport into 3 different dream destinations: Adventure, Beach or City. In the world filter, visitors kan follow 3d characters going about in their ‘world’. The face filters make the users seamlessly fit in the world with suitable attire, with the 3d characters responding to their facial expressions. For each world custom music was created, to create an even more complete experience. With this experience, KLM showed that while they can’t prevent waiting, they can make that wait worthwhile.

Describe the strategy

The experience is made for travellers on their way to adventure. The approach was two-fold: KLM travellers receive a flight status update via Messenger before their departure, which contains a link to the experience. To launch and further boost “Tune into your Travel”, targeted campaign videos were created to spread the word across social media (Facebook and Instagram).

Describe the execution

Usually, this level of graphical detail and world-building can’t be found in a Facebook AR experience due to the 2mb file size limit. But by employing some advanced data techniques in AR studio, we expanded the platforms creative capabilities. The Facebook camera AR experience targets KLM travelers and potential KLM travelers alike. Before their departure, KLM passengers receive a flight status update containing a link to the adventure. Geo-targeting campaign videos were created to spread word of the launch on Facebook and Instagram The experience was rolled out at airports London and Amsterdam.

List the results

In the first few weeks, the campaign generated over 70 thousand impressions and counting at airports in London and Amsterdam This was supported by a strong clickthrough rate of 2.8% KLM found a very fun, playful way to engage people with their brand, addressing a problem that everyone encounters when travelling by plane: How do you make the inevitable wait at the airport worthwhile? The answer: “Tune into your Travel”