Title	FLY RESPONSIBLY
Brand	KLM ROYAL DUTCH AIRLINES
Product/Service	AIRPLANE
Category	A08. Corporate Social Responsibility (CSR) / Corporate Image
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

Name	Company	Position
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

Why is this work relevant for Brand Experience & Activation?

KLM’s Fly Responsibly is the next level in brand activation. With this initiative KLM not only activated (and still activates) its target audience and its passengers. It activated (and still activates) all air travellers and all stakeholders in the aviation industry, including their competitors, to speed up progress towards a more sustainable future for aviation.

background

This year KLM is celebrating its 100th anniversary. For the last 14 years (right from the start) it has been in the top of the Dow Jones Sustainability Index. The brand is positioned in the brown-orange section of the NeedScope ellipse and wants to be seen as the most customer-centric European network carrier. Based on the brown-orange and customer-centric starting points, for quite some time KLM communications focused on the fact that the airline truly cares for its passengers and for people in general. After a range of very successful brand activations around this theme, client asked us to develop a campaign that would take the message that KLM truly cares for people to the next level. Objectives: a) generate maximum brand awareness, b) generate maximum brand sympathy in all markets the brand operates in, with a focus on their key markets.

Describe the creative idea (20% of vote)

An airline that celebrates its 100th anniversary cannot deny the sustainability topic. This applies even more to KLM. If it truly cares for people, it must care for our world. We devised KLM Fly Responsibly: a brand campaign and a brand activation. Better yet: it was a commitment of our client to speed up progress towards a more sustainable future for aviation. Fly Responsibly symbolises a new mentality: the responsibility we should all have for our planet. KLM made considerable progress in making their business more sustainable, but for more substantial progress joint action was/is needed. We encouraged KLM to reach out to all stakeholders in the aviation industry – competitors, manufacturers etc. – and invite them to work together for creating a more sustainable future.

Describe the strategy (20% of vote)

Sustainability is top of mind, even for climate change deniers. Research showed that for KLM passengers the topic is more important than for air travellers in general. In more and more markets ‘flight shame’ is evolving. Notably in the Nordics: key markets for KLM. KLM has long been a leader when it comes to sustainability, but it did not claim this role publicly. Simply celebrating KLM’s 100th year anniversary without addressing the topic was unthinkable. So was addressing the topic without genuinely taking action. We felt KLM was in the position to credibly claim the role as industry leader in sustainability. If it truly cared, it had to 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. Hence, we targeted both decision makers (in the aviation industry and beyond) and

Describe the execution (30% of vote)

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 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 sales messages.

List the results (30% of vote)

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: ‘The “Fly Responsibly” campaign is very powerful. KLM positions itself as a champion of sustainable travel, anticipating competitors and catching flight-shamers off-guard.’ The response was 85% positive. Fly Responsibly continues to be featured in the news and competitors are responding. For example: British Airways and Air France have committed to compensating all CO2 emissions on domestic flights from January 2020. During the Climate Week in NYC, KLM was invited by the United Nations to talk about the initiative. The use of KLM’s CO2 compensation tool by KLM ticket buyers increased by over 300% (!) during a KLM sales campaign in September.