KLM Royal Dutch Airlines DM PERSONAL SPACE EXPERIMENT by Rapp Collins Amsterdam

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Industry Airlines
Media Direct marketing
Market Netherlands
Agency Rapp Collins Amsterdam
Director Hans Knaapen
Creative Director Robin Pas, Alfred Petrie
Art Director Joost Van Middelaar
Copywriter Sander Van De Vlasakker
Client Service Director Esther Te Pas
Producer Sandra Verbaas
Released February 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Product/Service: AIRLINE
Agency: RAPP
Date of First Appearance: Feb 8 2011
Entrant Company: RAPP, Amstelveen, THE NETHERLANDS
Entry URL: http://www.klm.com/travel/gb_en/prepare_for_travel/on_board/travel_classes/ebc.htm
Art Director: Joost van Middelaar (RAPP)
Copywriter: Sander van de Vlasakker (RAPP)
Creative Director: Robin Pas (RAPP)
Creative Director: Alfred Petrie (RAPP)
Strategy Director: Han van Dijk (DDB)
Account Director: Pim Beekman (RAPP)
Client Service Director: Esther te Pas (DDB)
Director: Hans Knaapen (Electric Zoo)
Director of Photography: Floris Niesker (Electric Zoo)
Producer: Sandra Verbaas (Electric Zoo)
Marketing Communication Manager: Myrna Veenstra (KLM International)
Social Media Manager: Anouk Sprangh (KLM International)
Media placement: Online Movie - YouTube - 8 February 2011
Describe the brief/objective of the direct campaign.
Recently KLM launched their new European Business Class, a new product with an increased level of comfort. Improvements included renewed catering, better service and more room on board. This last asset is created by blocking the middle seat in a row. The challenge was to create awareness for KLM’s new product within their target audience: business travellers from all important European destinations. KLM moves in a highly competitive business market where every airline is constantly increasing their service and comfort level. KLM therefore needed to focus on their most unique asset: the empty seat in the middle.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We recognized that an empty seat does not just provide passengers with extra elbow room, it provides them with a much more fundamental human need: personal space. To emphasize the importance and universal need for this unique asset, we conducted The Personal Space Experiment. We secretly filmed the reaction of businesspeople when our ‘investigator’ sat down right next to them, invading their personal space.
Explain why the creative execution was relevant to the product or service.
The recorded reactions evidently prove businesspeople really appreciate their personal space. KLM’s video report of The Personal Space Experiment therefore vividly and credibly advertises the comfort of sitting next to an empty seat. We put the video report on YouTube and used E-DMs, teasing video banners and active seeding on business blogs to activate the target group to watch it. The video ended with all other important assets of KLM’s European Business Class. The video was clickable and directly led to the relevant page on KLM.com
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
According to thousands of online posts, comments, ‘likes’ and tweets, KLM’s Personal Space Experiment touched a recognizable human truth. After 4 weeks of being online, KLM’s Personal Space Experiment already received over 600,000 views on YouTube. It even became a ‘trending topic’. This facilitated a 10% increase in the consideration and purchase intention for KLM by European business-class travellers. And in several European countries, KLM moved from third to second most mentioned airline, proving that business-class passengers highly value their personal space…