By Tribal DDB Amsterdam (for KLM)
KLM Royal Dutch airlines promises to provide their passengers more than just transport. They strive to offer them "Journeys of Inspiration". Brand awareness of KLM is modest. Most people do not even know KLM is a Dutch airline, let alone know about the "Journeys of Inspiration" promise. By involving the world in KLM's strive, by calling on the world's inspiration and by building our communications around Dutch tradition and a physical plane we broke through the wall of indifference: built brand preference and at the same time built awareness of the brand promise
For ages the Dutch created Delft Blue tiles, holding typical Dutch scenes , together with inspirational words. We revamped this old tradition, by asking social network members around the world to convert their profile picture into a Delft Blue tile, holding their face and their personal inspirational words. The most inspirational tiles were selected for a spot on the body of a real plane (that now flies around the world). The unique connection between the digital space and the physical plane, together with the seamless link between Dutch tradition and modern aviation, made it a perfect fit for KLM from every angle.
The Delft blue animation film around "Tile and Inspire' quickly reached half a million views on Youtube. After three weeks, more than 120,000 tiles were created in the campaign's 8 key countries. On average consumers spent over 5 minutes on our site. Likes of KLM's (global plus local) Facebook pages increased with more than 120.000, which offers KLM rich opportunities for follow-up activities. With this increase the number of Likes of KLM's global page almost doubled (today 250.000 Likes). In key markets KLM's brand preference rose from 15% to 19%. Hundreds of blogs wrote positively about the Tile & Inspire campaign and we measured thousands of Facebook posts and Tweets (we were not able to trace posts on Facebook walls that are not open to all). Up to August 3, the video "KLM Tile & Inspire: The Making Of" has collected almost half a million views too. The tiled plane itself keeps drawing interest on airports around the world.
The Tile & Inspire site live from the end of April 2011 to the end of May 2011
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