Advertiser: KLM ROYAL DUTCH AIRLINES
Agency: DDB & TRIBAL AMSTERDAM, RAPP
Category: Best Visual Design/Aesthetic
Advertising campaign: KLM SPACE
Designer: Anthony Goodwin (DDB & Tribal Amsterdam)
Senior Digital Producer: Arjen Warendorff (MediaMonks)
Creative Director/Copywriter: Bram Holzapfel (Rapp Netherlands)
User Experience Designer: Joeri Kiekebosch (DDB & Tribal Amsterdam)
Designer/Art Director: Keith Kornson (DDB & Tribal Amsterdam)
Account Manager: Daan Hissink Muller (MediaMonks)
Strategy Director: Rogier van der Werf (Rapp Netherlands)
Sound Design: Ruben De Winther (Kaiser Sound Studios)
Technical Lead: Jan-Willem Penterman (DDB & Tribal Amsterdam)
Art Director: Joost van Middelaar (Rapp Netherlands)
Copywriter: Sander van de Vlasakker (Rapp Netherlands)
Music Production: Erik Jan Grob (MassiveMusic)
Client Services Director: Esther Te Pas (DDB & Tribal Amsterdam)
Project Manager: Jesse Mons (DDB & Tribal Amsterdam)
Music Production: Cris Kos (MassiveMusic)
Managing Director: Jos Vis (Rapp Netherlands)
RTV Producer: Linda Cuvelier (DDB & Tribal Amsterdam)
Sound Design: Marco Baaij (Kaiser Sound Studios)
Account Manager: Matty Bakker (Rapp Netherlands)
Director (Production Company): Tom Rijpert (MediaMonks)
Brief Explanation
On April 22nd KLM launched a high altitude balloon from the Nevada Desert. It carried a precious cargo: a ticket for a real spaceflight. The balloon’s progress could be followed live via the website until it popped in the outer atmosphere. In the weeks leading up to the launch aspiring astronauts could predict where the balloon would pop by claiming their place in space. The best prediction won a real spaceflight.In order to make the online experience equally impressive and engaging for everybody, anywhere at any time, we designed totally separate alternatives of the desktop site for tablets and other mobile devices. We focused on playing to the strength of each platform, delivering a highly cinematic and seamless experience for desktop users, while tablet users where treated to a fully interactive experience with a very high level of design and interactivity that captivated users on the balloon’s journey to space.Tablets offered a unique experience that combined high-end graphics and 3D animation for storytelling purposes, but also offered fully dynamic, real time overviews of the digitally claimed spaces and mapped them to the live-data from the balloon. On mobile phones, we turned the site into a pocket space flight control centre. During the balloon’s live ascent on April 22nd, it continuously informed contestants of their position relative to the balloon and other nearby contestants, thus keeping even a mobile audience captivated during the final hours of the challenge.Special about this campaign is the use of technology to bring a single live event to a worldwide audience. Not to mention the amazing captivating design that pulled people in and gave them a fully immersive interactive experience that let them feel the journey to space.16,5% of total unique campaign visitors engaged with KLM space via tablets or mobile devices. The average time on site via a tablet was 6 minutes and almost 3 minutes on mobile. An exceptional percentage of 36% of tablet participants shared their participation via social media. Figures that highlight the quality of the campaign experience on tablet and mobile devices.