KLM Royal Dutch Airlines - "We Are An Airline"

DDB & Tribal Amsterdam

DDB & Tribal Amsterdam Amstelveen, Países Bajos

22622

Marca: KLM Royal Dutch Airlines
País: Países Bajos

Anunciante: KLM

Título	We Are An Airline
Agencia	DDB & Tribal Amsterdam
Campaña	We Are An Airline
Anunciante	KLM
Marca	KLM Royal Dutch Airlines
Fecha de primera difusión/publicación	2018 / 11
Sector Empresarial	Transportes aéreos, de carreteras y marítimos, ferrocarriles
Filosofía	When asked ‘What is KLM?’ just a fraction more than half of the German population answered ‘It’s an airline’. In other words: about half of Germany’s population (to be exact: 46%) does not know the answer to the question of what KLM is. To make everyone aware of the fact they are the Royal Dutch Airlines, KLM worked with creative agency DDB & Tribal Amsterdam to create an experiential awareness and radio campaign called ‘We are an Airline’. For a number of days KLM turned into what people believed it was: a bank, a restaurant, and a radio station. A bank, a radio station or even a restaurant On average 54% of the respondents of the research conducted in august 2018 in Germany were aware that KLM is an airline. Amongst respondents younger than 30, this number dropped to only 37%. Respondents who did not know that KLM was an airline thought it was a bank, radio station or restaurant. To counter this basic lack of knowledge about the brand in Germany, the ‘We are an Airline’ campaign was launched to drive awareness in a way that pushes the boundaries of traditional advertising. The aviation-themed restaurant served KLM inflight meals for free. The cash machine did not give any money but surprised people with a free flight ticket and showed them all the benefits of flying KLM. The radio station had a KLM band playing specially made KLM tracks, and KLM benefits were wrapped in fun KLM news items, commercials and a quiz.
Medio	Ambient
Duración	99 seconds
Head of global Marketing Communication	Natascha van Roode
Marketing Manager	Armelle de Cordoue
Brand Management	Nadja Daller Sturm
Managing Director	Esther te Pas
Responsable de conceptos	Ed van Bennekom
Responsable de conceptos	Jasper Diks
Creative Art	Ed van Bennekom
Creative Director, Copywriter	Jasper Diks
Productor	Jesse Houweling
Productora	Who’s McQueen
Realizador	Jonty Toosey
Productor	Rainer Spix
Productor	Chirus Guder
Productor	Bian Tabar
Productor	Robert Leisewitz
Director de fotografía	Bruce Jackson
Scanning	Lisette van der Lee
Montador	Lisette van der Lee
Online Editior	The Compound
Sound & Music	MassiveMusic