It’s a bird…It’s a plane… No, it’s actually KLM, the Royal Dutch Airlines. Now, if you land in Germany—like the airline mostly does—you’ll find out that many locals still don’t know what KLM does for a living. In fact, 46% of those asked “What is KLM?” didn’t give the right answer to this simple question. But the airborne brand wants to make its identity known worldwide, even in Germany. So, the Dutch Airline worked closely with creative agency DDB & Tribal Amsterdam and came up with a plan to increase awareness about the company’s activities.
The two partners launched a campaign called “We Are an Airline,” which might have messed with people’s minds a bit. For a couple of days, the company transformed itself in what people believed it allegedly was: a bank, a restaurant, and a radio station. KLM, if you ask us, that bank ‘coat’ doesn’t really suit you. Nor the bank transformation. But let’s not get ahead of ourselves…
The brand uses this campaign to pushes the boundaries of traditional advertising, while positively influencing the people of Germany to learn what the real role of KLM is. And taking into consideration that about half of the country’s population was wrong, the brand had a lot to work on.
So, first things first: As a cash machine, the airline had an idea to build an ATM that did not give money to the people. Instead, it surprised the audience with free flight tickets. Plus, it showed to the users what they are missing when they are not traveling with KLM. Next, as a radio station, the brand’s own post played specially made KLM tracks and offered KLM benefits, which were wrapped in fun branded news items, commercials, and a quiz. Last, we can see the airline dressed up as a restaurant, and an aviation-themed one at that. The company served KLM in-flight meals for free to those who decided to try the local specialties. Definitely our favorite part of the three disguises!
“With our new campaign for KLM Germany, we have taken an insight and turned it on its head. We’ve made a memorable awareness campaign out of the misconceptions that the general public in Germany have around what KLM is,” explained Esther te Pas, Managing Director of DDB & Tribal Amsterdam in a press release.
The Amsterdam-based agency worked with KLM for other amazing projects. “This isn’t the first non-traditional campaign we have made for KLM. In previous years we have offered KLM passengers an intelligent luggage tag with location-based tips that guided them through Amsterdam – in another instance, we encouraged random strangers at the airport to share a Christmas dinner to underline the fact that the airline genuinely cares for people,” the Managing Director adds.
The campaign is supported by this extraordinary set of experiential elements. Besides these, the project rolls out on the radio, online advertising, and social media throughout Germany. The audio spot ‘We are an Airline’ features in the radio part belongs to The Flying Dutchmen and was made by DDB together with Amsterdam’s MassiveMusic. The song will be released on Spotify later this week.
What about you? Did you know what KLM stands for? Or does brand have to open a coffee shop or a gas station in your own hometown? Let us know by sharing your opinion in the comment section below!