| Title | FLY RESPONSIBLY |
| Brand | KLM ROYAL DUTCH AIRLINES |
| Product/Service | AIRPLANE |
| Category |
D01. Strategic Transformation |
|
Entrant
|
DDB UNLIMITED Amsterdam, THE NETHERLANDS
|
|
Idea Creation
|
DDB UNLIMITED Amsterdam, THE NETHERLANDS
|
|
Media Placement
|
HAVAS MEDIA Amsterdam, THE NETHERLANDS
|
|
Production
|
CZAR Amsterdam, THE NETHERLANDS
|
Credits
| Ed van Bennekom |
DDB Unlimited |
Creative Director |
| Jasper Diks |
DDB Unlimited |
Creative Director |
| Ralf Hesen |
DDB Unlimited |
Strategy Director |
| Simone van den Bogaard |
DDB Unlimited |
Producer |
| Ceren Günay |
DDB Unlimited |
Senior Producer |
| Roel Grijspaardt |
DDB Unlimited |
Senior Producer |
| Esmée Lechner |
DDB Unlimited |
Design Director |
| Joris de Groot |
DDB Unlimited |
Senior Designer |
| Lynnet Wams |
DDB Unlimited |
Designer |
| Thomas van der Helm |
DDB Unlimited |
Account Director |
| Esther te Pas |
DDB Unlimited |
Managing Director |
| Aaron van Valen |
CZAR |
Director |
| Lisa Scheffer |
CZAR |
Producer |
| Rutger Storm |
Pedri Animation |
Stop motion/Editing |
| Storm Post Production |
Storm Post Production |
Post production |
| Massive Music |
Massive Music |
Music/Sound |
| Jurriaan Trommels |
KLM Royal Dutch Airlines |
Director, Brand & Marketing Communications |
| Natascha van Roode |
KLM Royal Dutch Airlines |
Head of Global Marketing Communications |
| Mirjam Esveld |
KLM Royal Dutch Airlines |
Global Marketing Communications Manager |
| Thije Nobbe |
KLM Royal Dutch Airlines |
Global Marketing Communications Manager |
| Monny Campos Medina |
KLM Royal Dutch Airlines |
Global Marketing Communications Manager |
Summary
KLM Royal Dutch Airlines has long been a leader when it comes to sustainability. For the past 14 years it was ranked in the top 3 of the Dow Jones Sustainability Index, but it did not claim its leadership role publicly. Sustainability is a hot topic, even for climate change deniers. In more and more markets ‘flight shame’ is evolving. Notably in the Nordics: key markets for KLM. Research showed that for KLM passengers the topic is even more important than for air travellers in general.
This year KLM is celebrating its 100th anniversary. To do this without addressing the sustainability topic was unthinkable. We felt KLM was in the position to credibly claim the role as industry leader in sustainability. That’s why we dared to propose to our client that they claim their leading role in sustainability with Fly Responsibly: a brand campaign that targets both decision makers (in the aviation industry and beyond) and consumers.
Fly Responsibly symbolises a new mentality: the responsibility we should all have for our planet.
The campaign made KLM open up and reach out to all stakeholders. To share all its sustainability knowledge and best practices. To ask everyone to consider their responsibility. To activate everyone to contribute.
We kicked off with an open letter to the world in global newspapers. KLM invited all parties to work together and make free use of its sustainability expertise and tools. KLM open-sourced its CO2 compensation service that can be implemented in other airlines’ booking tools.
It also asked all readers to carefully consider their travel plans. Like travelling by train, replacing face-to-face meetings with video calls and compensating their CO2 emissions within the KLM booking tool.
From now on the Fly Responsibly logo will be used in all KLM communication and we asked other airlines to join us.
The kick-off was supported by a PR campaign and succeeded by online editorials featuring a sustainably created online video. The campaign was supported by a platform, a PR video that was created without CO2 emissions, billboards at airports, in-flight films, email and in KLM’s booking tool.
The initiative was further pushed in KLM’s social channels and owned media. Even in their sales messages. On top of this KLM announced the Sustainable Aviation Event (Amsterdam, 13 September). Note: KLM took much more concrete action outside the advertising territory.
KLM Fly Responsibly generated tons of free publicity, receiving 1.1 billion earned media impressions. Over 2100 articles were written, representing a reach of many millions and a calculated media value of €30 million (and still counting). Quote from Forbes Magazine (July): ‘The “Fly Responsibly” campaign is very powerful. KLM positions itself as a champion of sustainable travel, anticipating competitors and catching flight-shamers off-guard.’
During the Climate Week in NYC, KLM was invited by the United Nations to talk about the initiative.
Fly Responsibly continues to be featured in the news and competitors are responding.