KLM: Fly Local
Flag National Airline.
Dutch national flag-carrier airline KLM fly from over 20 locations across the UK and Ireland, and fly from many more airports across the world.
They came to us wanting a way in which to encourage their target audience to fly with them, from their local airport, as opposed to travelling to some of the bigger airports such as Heathrow, Gatwick and Manchester.
The brief was simple: devise a creative, engaging campaign, which promotes how convenient it is to fly from your local airport, and with KLM.
Our solution to KLM’s brief was to create a mobile responsive social media app.
The app was designed in the style of popular dating app Tinder, with users swiping left or right against the clock on a number of different cities, all of which were destinations KLM fly to. The aim of the game was to correctly guess the name of each destination shown, with those who were correct being included in a leaderboard. The player at the top of the leaderboard at the end of the campaign would win a trip to Dubai.
In order to enter and use the app, participants had to select their local airport from a drop down list, and log in via Facebook or with an email address, which could later be used by KLM to send marketing material to.
This data was exported on a weekly basis in order for it to be measured and reported on accurately, allowing KLM’s marketing team to build paid and organic social media posts around it.
With tens of thousands of entries, this campaign really took off as we exceeded our KPI’s by a considerable distance.
In addition to this, it was also successful in increasing awareness of the overarching ‘Fly Local’ campaign.