KLM - Pack & Go Challenge

KLM - Pack & Go Challenge

Dutch airline KLM wanted to raise their profile at select UK regional airports in line with their long running Pack & Go marketing initiative. To support this, mcm creative group devised the Pack & Go Challenge – a fun game show played at shopping centres by members of the public who could compete for free tickets to long haul KLM destinations.

Mcm developed the idea of a touring roadshow visiting London, Glasgow, Bristol and Manchester and introducing the Pack&Go Challenge. The campaign was focused on engaging consumers and interaction with the brand to ensure that KLM’s print and outdoor advertising, which commenced in September 2012, was brought to life.

Once ‘checked in’ by KLM flight ‘ground staff’ the ‘passengers’ then met the host, a KLM Captain, who took charge of the game which involved packing a suitcase with 26 items, in alphabetical order in the fastest time possible. The challenge was staffed by flight attendants to time and score each contestant and times ranged from 30 seconds to 5 minutes during it’s run between January and May this year.

Results have been impressive, over 5,000 new likes to KLM’s Facebook page , over 2,000 sign ups to their membership programme and an overall 30% increase on enquiries for flights. Also supporting the experiential element, KLM launched a Facebook ‘Pacman’ game, created by Keith Kornson.