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We are an airline

We are an airline | KLM | 恒美 | DDB
下载原始文件 下载原始文件 JPG | 3530x2502px
基本信息
行业: 旅游与运输
媒体:互动
风格: Minimalism
说明cnen
Why is this work relevant for Direct?

This work provoked unsuspecting people to respond to triggers offered in their daily routine. When responding, they found out KLM is not what they thought it was, but something completely different: the Royal Dutch Airlines. The ‘We are an Airline’ activation educated people and surprised them with nice gifts. It also activated a wider audience to share amusing content of the educational brand experience.

Background

KLM Royal Dutch Airlines asked us to increase awareness in Germany of the fact it was an airline, because it had an awareness problem in this market.
When asked ‘What is KLM?’, just a fraction more than half of the German population knew it was an airline (source: G&J Reiseanalyse Feb 2018). 46% of Germans did not know the right answer to the question, even though KLM originates from a neighbouring country and operates in the German market.

Describe the creative idea (30% of vote)

When asked ‘What is KLM?’, many thought it was a bank, a restaurant or a radio station. To break through the clutter, create maximum impact and earned media effects, we decided to convert KLM into what people believed it was. We literally transformed KLM into other entities. We opened a KLM restaurant, installed KLM cash machines on busy streets and we took over a national radio station to address the misconceptions, surprise random passers-by and set the record straight.
At the aviation-themed restaurant, KLM flight attendants served inflight meals for free. The cash machine did not give any money but surprised people with a free flight ticket and showed them all the benefits of flying KLM. The radio station had a KLM band playing specially made KLM tracks, and KLM benefits were wrapped in fun KLM news items, commercials and a quiz.

Describe the strategy (20% of vote)

The campaign was targeted at Germans 18+ who fly at least once a year. Since the marcom budget was limited and KLM’s ambitions were high, we needed to create a very impactful campaign that would generate free publicity and, as a result, reach a wider audience. For this reason, we built our story around three striking brand activations/PR stunts that sharply addressed the misconceptions Germans had about the KLM brand. The stunts gave us the opportunity to create engaging content around real live surprised responses of ordinary Germans finding out KLM was a different thing than they figured. With this content, we were able to create a wide pallete of assets that we used to reach out to the press, to share on social platforms and to advertise.

Describe the execution (20% of vote)

We captured the surprised responses of people who experienced the KLM conversion stunts and created a wide range of shareable content of the separate stunts and of the stunts combined (from 6" to 60" video). The stunts – media in themselves – were executed in Germany.
The content we created was shared via social channels, reaching millions of people. This content led to the campaign site where all KLM benefits were presented and people could book a flight ticket. In addition to this, we used PR to generate free publicity around the campaign and ran radio commercials based on the stunts, that addressed the misconception of what KLM stands for.
The campaign ran from 10/10/2018 to 21/11/2018.

List the results (30% of vote)

We created massive buzz around KLM. Within a month’s time, we raised awareness of the fact KLM is an airline by 8% in Germany. The campaign was picked up by both national and international media, which helped us accomplish a reach of 38 million+ people in Germany alone. Some titles: HuffPost, Focus, Contagious, Horizont, Globusliebe, Notes of Berlin.
On social media over 1 in 3 impressions resulted in a video view and of those who watched the video, over 1 in 3 watched it until the end. Video Marketplace Unruly even reported a View Through Rate of over 50% for the 60” content! Social sentiment was 99% positive.
Given the size of our media budget we punched far above our weight.
制作信息
品牌:
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制作公司:
奖项
戛纳国际创意节 2019
入围 直效
Use of Ambient Media: Large Scale
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