| Title | WE ARE AN AIRLINE |
| Brand | KLM ROYAL DUTCH AIRLINES |
| Product/Service | AIRPLANE |
| Category |
D03. Special Build |
|
Entrant
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DDB Amsterdam, THE NETHERLANDS
|
|
Idea Creation
|
DDB Amsterdam, THE NETHERLANDS
|
|
Idea Creation 2
|
TRIBAL Amstelveen, THE NETHERLANDS
|
|
Media Placement
|
MEDIACOM Düsseldorf, GERMANY
|
|
PR
|
F2KREATION Eltville, GERMANY
|
|
Production
|
WHO'S MCQUEEN PICTURE Berlin, GERMANY
|
Credits
| Ed van Bennekom |
DDB & Tribal Amsterdam |
Creative Director |
| Jasper Diks |
DDB & Tribal Amsterdam |
Creative Director |
| Jesse Houweling |
DDB & Tribal Amsterdam |
Executive Producer |
| Esther te Pas |
DDB & Tribal Amsterdam |
Business Director |
| Jonty Toosey |
Who’s McQueen |
Director |
| Rainer Spix |
Who’s McQueen |
Producer |
| Chirus Guder |
Who’s McQueen |
Producer |
| Bian Tabar |
Who’s McQueen |
Producer |
| Robert Leisewitz |
Who’s McQueen |
Producer |
| Bruce Jackson |
Who’s McQueen |
Lighting Cam. Man/D.O.P. |
| Lisette van der Lee |
Lisette van der Lee |
Editor |
| Massive Music |
Massive Music |
Music |
| Natascha van Roode |
KLM Royal Dutch Airlines |
Head of Global Marketing Communication |
| Armelle de Cordoue |
KLM Royal Dutch Airlines |
Manager Marketing Communication & PR |
| Nadja Daller Sturm |
KLM Royal Dutch Airlines |
Senior Marketing Communication Executive |
Write a short summary of what happens in the ambient or digital execution or campaign.
As mentioned above, almost half of the German population gave the wrong answer to the question ‘What is KLM?’ and thought it was a bank, a restaurant or a radio station. To create maximum impact and earned media effects, we decided to convert KLM into what people believed it was.We literally transformed KLM into other entities. We opened a KLM restaurant, installed KLM cash machines on busy streets and we took over national radio station Energy Radio to address the misconceptions and set the record straight.
At the aviation-themed restaurant, real flight attendants served KLM inflight meals for free. The cash machine did not give any money but surprised people with a free flight ticket and showed them all the benefits of flying KLM. The radio station had a KLM band playing specially made KLM tracks, and KLM benefits were wrapped in fun KLM news items, commercials and a quiz.
Cultural/Context information for the jury
When asked ‘What is KLM?’ 46% of the Germans do not know the right answer to the question, even though KLM originates from a neighbouring country and operates in the German market. After doing research we found out that people think KLM is a bank, a restaurant or a radio station. KLM Germany asked the agency to raise awareness of the fact KLM are the Royal Dutch Airlines.
This specially built outdoor work was targeted at Germans aged 30-59. Most have a positive image of the Dutch. They like it very much that Dutch culture is close to German culture, but the Dutch approach is less formal, a bit more adventurous.
We used the insight that Germans see the Dutch as a bit more adventurous to build unconventional outdoor ‘media’ that educated the target audience. We aimed to increase reach by generating free publicity around the unconventional media/events.