Klm Airlines: "Suitcase Art Project" Case study by Leo Burnett Budapest

IDEA/Challenge: How to communicate the most attractive prices of KLM when people are bored from tactical campaigns and they are ignoring price communication. Instead of an AD let’s give people ART!
Strategy/execution: Hungary’s most talented young artists created several artworks inspired by our destinations, and we turned the whole city into an urban gallery. This is how a tactical campaign turned into a cultural event.
Results:
• More than 500.000 people visited the exhibition during the campaign.
• More than 80.000 Euro free PR was produced
• And we almost doubled the sales requirements.
Advertising Agency: Leo Burnett, Budapest, Hungary
Creative Director: Vilmos Farkas
Art Director: Peter Vagvolgyi
Copywriter: Gergely Horvath
Account dir: Krisztina Szabo
Account executive: Dora Horvath
Account assistant: Kata Filep
PR manager: Emese Juhasz
Print prod manager: Katalin Dengelegi
Web developer: Roland Izso
Published: September 2009