Advertiser: KLM ROYAL DUTCH AIRLINES
Agency: DDB & TRIBAL AMSTERDAM, RAPP
Category: Best Use of Digital Media
Advertising campaign: KLM SPACE
Music Production: Cris Kos (Massivemusic)
Client Services Director: Esther Te Pas (DDB/Tribal Amsterdam)
Designer: Anthony Goodwin (DDB/Tribal Amsterdam)
Senior Digital Producer: Arjen Warendorff (Mediamonks)
Technical Lead: Jan-Willem Penterman (DDB/Tribal Amsterdam)
Managing Director: Jos Vis (Rapp Netherlands)
Account Manager: Daan Hissink Muller (Mediamonks)
RTV Producer: Linda Cuvelier (DDB/Tribal Amsterdam)
Sound Design: Marco Baaij (Kaiser Sound Studios)
Project Manager: Jesse Mons (DDB/Tribal Amsterdam)
Art Director: Joost Van Middelaar (Rapp Netherlands)
Director (Production Company): Tom Rijpert (Mediamonks)
Music Production: Erik Jan Grob (Massivemusic)
Account Manager: Matty Bakker (Rapp Netherlands)
Creative Director/Copywriter: Bram Holzapfel (Rapp Netherlands)
Copywriter: Joeri Kiekebosch (DDB/Tribal Amsterdam)
Designer/Art Director: Keith Kornson (DDB/Tribal Amsterdam)
Strategy Director: Rogier Van Der Werf (Rapp Netherlands)
Sound Design: Ruben De Winther (Kaiser Sound Studios)
Copywriter: Sander Van De Vlasakker (Rapp Netherlands)
ffectiveness
During our 12-day campaign we reached more than 25 million people worldwide, resulting in over 3.2 million seeding film views. We registered 708.588 unique visitors on the campaign sites for desktop, tablet and mobile combined. In total 129.288 participants claimed their place in space (30% above target). The average time on site exceeded the extraordinary duration of 6 minutes per visitor. And 66.425 participants shared their place in space, resulting in over 120.000 visitors from social media. Total ‘online buzz’ was 16.554 mentions. And 32.513 people watched the live event on April 22nd.
Execution
By making the website experience revolutionary, we made the digital competition the ultimate brand promotion platform for KLM, attracting and inspiring people. On top of that, participants could increase their chances to win the competition by asking friends to endorse them via social media or email, creating a viral effect.The campaign was supported by on- and offline media such as an exciting trailer of the online experience, posts on social media, billboards at Amsterdam Airport Schiphol and various video banners that inspired people to join the challenge. Our seeding efforts combined with the spectacular online experience generated buzz and participation that exceeded KLM’s expectations.
Strategy
KLM wanted people in eight target countries (US/UK/NL/RU/BR/NO/SW/DE) to connect with the brand’s pioneering spirit. They were looking for a campaign that highlights KLM’s involvement in exploring stratospheric flights.KLM’s target audience can be described as discerning, affluent people with a busy life, interested in culture. Internet savvy people that use various fixed and mobile digital devices. We developed an interactive experience where people could win a real spaceflight. We launched a high altitude balloon from the Nevada Desert. The balloon’s progress could be followed live via the website until it popped in the outer atmosphere. Visitors could predict where the balloon would pop by claiming their place in space before the balloon took off. The best prediction won the ticket to space. We got our target audience engaged in an exciting digital journey full of inspiration while KLM was simultaneously able to promote its pioneering spirit.