A TRIP DOWN KLM LANE by Tribal Amsterdam for KLM Royal Dutch Airlines

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A TRIP DOWN KLM LANE

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Industry Airlines
Media Design & Branding
Market Netherlands
Agency Tribal Amsterdam
Art Director Carianne Van Raak
Copywriter Ilona Van De Laarschot
Production Dumpzone
Production Goldfish Films
Released November 2010

Credits & Description

Category: Online Digital Design
Advertiser: KLM
Product/Service: AIRLINE
Agency: TRIBAL DDB AMSTERDAM
Date of First Appearance: Nov 16 2010
Entrant Company: TRIBAL DDB AMSTERDAM, THE NETHERLANDS
Entry URL: http://www.award-entry.nl/2010/canneslions/klm/take-a-trip-down-klm-lane-eng/
Creative Director (Copy): Björn Diemer (Tribal DDB Amsterdam)
Creative Director (Art): Olaf van der Geld (Tribal DDB Amsterdam)
Strategy Director: Ralf Hesen (Tribal DDB Amsterdam)
Senior Art Director: Geert Jan Bijlstra (Tribal DDB Amsterdam)
Lead User Experience Design: David Vogel (Tribal DDB Amsterdam)
User Experience Designer: Joeri Kiekebosch (Tribal DDB Amsterdam)
Account Director: Joost Jongbloed (Tribal DDB Amsterdam)
Project Manager: Steven Beukers (Tribal DDB Amsterdam)
Senior Designer: Robbin Cenijn (Tribal DDB Amsterdam)
Copywriter: Ilona van de Laarschot (Tribal DDB Amsterdam)
Art Director: Carianne van Raak (Tribal DDB Amsterdam)
Miniature Maker: Lucas van Doorn (Lucas van Doorn)
Sound: Michel Sanches Infante (Michel Sanches Infante)
Production Company: Dumpzone (Dumpzone)
Production Company: Goldfish Films (Goldfish Films)
Media placement: Website - Part of www.klm.com - 16-11-2010
Media placement: KLM media - newsletters, attention in Holand Herald and Flying Dutchman magazine -  
Media placement: Banners & posts - KLM Facebook, Twitter -  
Media placement: PR - -
Media placement: Leaflets attached to the houses - -
Media placement: 7 meter long miniture KLM lane - displayed at various places like Schiphol Airport -  
Media placement: Smartphone app - -
Describe the brief from the client
Airline KLM offers its business class travellers a miniature Delft Blue house on every flight. The miniature houses have been a collectors’ item among passengers around the world for decades. Our client asked us to take the “feel good” factor of the Delft blue houses online, with the objective to expand the impact the cherished little giveaways have on KLM’s brand image.
Describe the challenges and key objectives
Key objective: boost the positive effects the miniature houses have on KLM’s brand image, by taking the “feel good” experience online. Highlight both the heritage of both the original Dutch houses that were modelled for the miniatures, and the Delft blue craftsmanship in this experience, in such a way it is not just interesting for hardcore collectors.
Describe how you arrived at the final design
To create the most engaging brand experience we decided to build a seven-meter long street of KLM houses and film this street with a special camera. With this technique, we were able to make visitors feel they could ‘virtually stroll down’ KLM Delft Blue Houses Lane and pass by all 91 Delft blue miniature houses. A click on a miniature house reveals historic details and shows the location of the original house in Holland. We decorated the street with Delft blue props like canal bridges, cars and even a Delft blue miniature of the legendary KLM plane “Uiver”.
Give some indication of how successful the outcome was in the market
KLM has not kept track of the number of collectors of its Delft blue houses. Therefore it is hard to say if the 30,000 visits since the launch of the website can be qualified as a success. These visitors visited over 120,000 pages. The number of downloads of the smartphone app exceeded our expectations: over 15,000 app installs.