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Take-off Tips

basics
Industry: Transport & Tourism
Media:Design & Branding
Style: Minimalism
descriptioncnen
Why is this work relevant for Brand Experience & Activation?

KLM’s Take-Off Tips Bars connected people that would otherwise never have met: travellers flying in opposite directions from around the world. As far as we know, this is the first time ever that people who were separated by thousands of miles were connected via a live hologram projection through a unique and revolutionary installation. Making their otherwise wasted waiting period at the airport much more relevant and memorable. It activated people on the spot but also via the experience film, which reached a far and wide audience. The activation contributed to KLM’s brand purpose and underlined their pioneering spirit.

Background

KLM Royal Dutch Airlines is in the business of bringing people together: it unites families, friends and other relationships all over the world. Not only by transporting people, but also via other means of connecting. KLM continuously strives to find means to enable contact between customers including new technologies to create memorable experiences.
Research shows that the more authentic the connection (from messaging – film – to real life), the faster people bond. The hologram projections from our Take-Off Tips Bars ensure that you experience a real connection which enables a quick and meaningful bond. Hence, our travellers could enjoy a lifelike experience of meeting another traveller from across the world.

Describe the creative idea (20% of vote)

What if these travellers could meet to exchange local travel tips?
Introducing KLM Take-off Tips
We built a unique installation. A hologram bar that allows travellers separated by thousands of miles to sit face to face, just as in real life. The bar was designed in two halves. One half located at Amsterdam Airport. The other half at various airports around the world.
Travellers from all over the world took place in one of the first ever build hologram bars: enjoying a drink, sharing a real connection and exchanging culturally relevant and up-to-date local travel tips. Making their waiting period at the airport more relevant and memorable.
We created video footage of the encounters, which we shared on social platforms and with the press.

Describe the strategy (20% of vote)

We needed to tick quite a lot of boxes for the brand: contribute to KLM’s ‘memorable experience’ promise, underline their pioneering spirit, create sympathy for the brand and generate extra bang for the marketing buck.

Based on these demands, we opted for a concept based on two building blocks:
1) connecting people, appealing to emotion, creating sympathy for the brand and making our communication memorable.
2) using extraordinary state-of-the-art technology underlining KLM’s pioneering spirit.

Target audience: 1) travellers who depart, land or transfer at KLM’s home base Schiphol, 2) people worldwide who fly regularly. Both KLM customers and non-KLM customers.

Describe the execution (30% of vote)

It took us almost three months to develop our Hologram Bars. We needed technology that could record and transmit the complex hologram data in real time. After we connected several computers that could process and transmit this information, we linked them via a private fibre-optic internet connection. The bars recorded every movement in multiple perspectives via a face-tracking device and transmitted this information to the hologram bar on the opposite side of the world. On both sides of this connection, the faces were projected back onto a PepperScrim screen.

The brand activation created a memorable brand experience for the travellers traveling in opposite directions and yielded engaging content for PR purposes and social media. In other words: a brand activation experienced by few but seen (and felt) by many.
KLM aims to truly connect people – so we are currently working on arranging new (permanent) permits for other focus markets.

List the results (30% of vote)

In addition to reaching out to the press, we created content around travellers who ‘met’ in the bar and shared it via social media. The story was celebrated by worldwide news, tech and travel sites with a reach of a 100 million people. It was picked up massively by the press: for example by PSFK, Daily Mail, Contagious and the Lonely Planet. KLM’s reputation (most customer-centric airline) was raised by +21%, KLM’s brand awareness was raised by 9% (in focus countries: Brazil, Nordics and US) and the online sentiment was 99% positive.
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awards
Cannes Lions International Festival of Creativity 2019
Shortlist Brand Experience & Activation
Digital Installations
D&AD 2019
Shortlist Digital Design
Creative Use of Technology
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