KLM Royal Dutch Airlines Promo KLM SURPRISE (movie) by Havas Boondoggle Amsterdam

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Industry Transport, travel & tourism, Airlines
Media Promo & PR
Market Netherlands
Agency Havas Boondoggle Amsterdam
Released June 2011


Cannes Lions 2011
PR Lions Best Use of Social Media Bronze

Credits & Description

Type of Entry: Technique
Category: Best Use of Social Media
Advertiser/Client: KLM
Product/Service: AIRLINE
Entrant Company: BOONDOGGLE Amsterdam, THE NETHERLANDS
PR/Advertising Agency: BOONDOGGLE Amsterdam, THE NETHERLANDS
Creative Director - Partner: Gaston Serpenti (Boondoggle)
Strategy Director - Partner: Tom de Bruyne (Boondoggle)
Strategy Director - Partner: Astrid Groenewegen (Boondoggle)
Art Director/Concept: Simon van Oldenbeek (Boondoggle)
Strategy/Concept: Polle de Maagt (Boondoggle)
Design: Demmy Onink (Boondoggle)
Account: Margriet Beudeker (Boondoggle)
Copy: Wesley Visseren (Boondoggle)
Copy: Vincent Beijersbergen (Boondoggle)
Video Editor: Tobias Corba (Fono)
Describe the campaign/entry:
KLM wondered how social media could enhance their passenger service. So we created an experiment on how happiness spreads. For 6 weeks we installed a team at Schiphol Amsterdam Airport, who would track down KLM passengers who checked in via Foursquare to surprise them with a personalized gift that made their travel even more enjoyable. So, happy travelling would already start at the airport. We tracked over 1,000,000 impressions on Twitter, our video was featured and discussed on hundreds of blogs and KLM surprise lead to over 5,000 new friends for KLM on Facebook, which is their core contact strategy.
Describe the brief from the client:
The goal was to use social media as a tool to extend customer service by making travelling with KLM enjoyable both before and after you get off the plane. We did this by using social media to locate passengers and profile them. In order to surprise people with personalized gifts that made the waiting on airports more pleasant and could come in handy on their travel. While our first idea was to focus on social savvy, tech travellers, we quickly found out that this concept wasn't really made for just one target audience as it spread massively.
The KLM surprise experiment spread widely. By surprising 28 passengers with gifts, we generated and tracked well over 1,000,000 direct impressions on Twitter alone (blogs excluded). Our online video was featured and discussed on hundreds of blogs and media as a best practice case on how to do relevant stuff with social media including the BBC and The Next Web. KLM surprise converted over 5,000 new friends for KLM on Facebook. Which is at the core of their contact strategy. But most importantly: every conversation online actually was about the extra stretch KLM would go for their passengers and not about the funny campaign an agency did. This proved an experiment could work.
At first we used Foursquare to claim all possible spots within Amsterdam Airport. Than we started monitoring who was checking in on one of these spots. If we found a KLM passenger, we started scanning their social profiles so we would really get to know them and their travel plans and we came up with a personalized gift. To eventually run like madmen through Schiphol Airport to surprise this person. This gave quite a boost at the airport and online. We made a mini documentary of what we did and made a special website with all the KLM surprise stories. What really caught us by surprise was this caused an enormous second wave of attention: it was picked up worldwide. It proved if you genuinely do something good for your target audience, it gets picked up that social media is not just a medium, but a massive PR instrument.
The Situation:
KLM wanted to give passengers a journey of inspiration. At the same time we knew that most passengers really don't like being at an airport. It's boring. It's stressful. And that's where the journey starts.
So, the opportunity for KLM was to make their passengers actually experience what a journey of inspiration is by proving their customer service and the joy of travelling with KLM already starts at the airport. Not just by doing a social media campaign, but by using social media as a tool to create added value on customer experience and making travelling with KLM more enjoyable.
The Strategy:
Our key strategic objective was to make the brand promise of 'KLM: journey of inspiration,' tangible. So, we wanted to prove and foremost let passengers experience that travelling with KLM is all about the best customer service. You don't get inspired from just a general advertising message, you get inspired (and excited) if someone actually proves to go an extra length for you. Our strategy was to use social media to get to know our passengers and then come up with a surprise (service or gift) that was totally personalized and made someone's travel better. And so we did.