KLM Royal Dutch Airlines: #Happytohelp

Credits & Description:

Advertiser: KLM ROYAL DUTCH AIRLINES
Agency: DDB & TRIBAL WORLDWIDE AMSTERDAM
Geo: The Netherlands
Creative Director: Bart Mol(DDB & Tribal Worldwide, Amsterdam)
Client Services Director: Esther Te Pas(DDB & Tribal Worldwide, Amsterdam)
Director Communications and Corporate Identity: Frank Houben(KLM Royal Dutch Airlines)
Senior Project Manager: Jesse Mons(DDB & Tribal Worldwide, Amsterdam)
Account Manager: Jolijn de Haas(DDB & Tribal Worldwide, Amsterdam)
Sr. Designer: Keith Kornson(DDB & Tribal Worldwide, Amsterdam)
Sr. Project Manager Marketing Communications: Marit Badia Hilligehekken(KLM Royal Dutch Airlines)
Head of Marketing Communications: Natascha van Roode(KLM Royal Dutch Airlines)
Creative Director: Pol Hoenderboom(DDB & Tribal Worldwide, Amsterdam)
Technical realization: Sightline (Sightline / Van der Waerden Producties)
Technical realization: Van der Waerden Producties(Sightline / Van der Waerden Producties)
Social editorial: Anneli Rispens, Miranda Van Gendt, Steven de Jong(DDB & Tribal Worldwide, Amsterdam)
Creatives Involved: Bram Holzapfel, Stephen Joss, Stef Jongenelen, Pieter van den Heuvel, Axel van W(DDB & Tribal Worldwide, Amsterdam)
Designer: Jaap Kraan(DDB & Tribal Worldwide, Amsterdam)
Production Company: Mike TV(Mike TV)
Strategy Director: Ralf Hesen(DDB & Tribal Worldwide, Amsterdam)
Strategy Planner: Wybe Sallows(DDB & Tribal Worldwide, Amsterdam)
Entry URL: http://www.award-entry.nl/2014/cases/klm/happy-to-help/
Creative Execution
We started off with an extensive six-month analysis of travel-related tweets on Twitter. Based on this analysis, we were able to anticipate travellers’ support queries. We then replied to as many tweets as possible, using KLM’s Twitter handle and #happytohelp. We did not create pre-prepared answers, because we wanted to offer genuine personal support (this is KLM’s policy). In addition to text replies, we created as much striking rich content as we could, to delight those who unexpectedly received support and to encourage sharing. Finally, we shared #happytohelp content on KLM’s Facebook page.
Results:
- Total impressions generated by the #happytohelp initiative: 37+ million
- Total video views: 7+ million
- #happytohelp accomplished a significant increase in KLM brand preference in all (8) KLM key markets we researched, except for KLM’s home market, where brand preference does not leave much room for improvement.
- 1 out of 5 people living in the researched focus countries spontaneously recognized #happytohelp
Problem: KLM is proud of its excellent customer service, but you have to fly KLM to experience it. Social Insight: When travellers run into problems, they start sharing it on social media. Strategy: Let’s offer KLM assistance in real time to all travellers flying other airlines. Surprise them by tapping into their natural behaviour of sharing complaints on social media. Idea: #happytohelp. A 24-hour-a-day special KLM customer service team set out to help travellers flying other airlines. We put up a glass pavilion at Amsterdam Airport Schiphol and from there we proactively started answering tweets and offering KLM’s customer support to any passenger. In addition to text replies, we created as much striking rich-media content as we could, to delight those who unexpectedly received support and to encourage sharing. Teams also proactively offered personal assistance at 4 major airports around the world.