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KLM - Flat or Not
KLM - Flat or Not
To promote the recent introduction of full-flat seating in its long-haul Business Class, KLM has created a multi-platform campaign titled ‘Flat or Not.’ Shot at KLM’s hub at Amsterdam Schiphol Airport by advertising agency DDB & Tribal Worldwide , the campaign is based around a fake seat in the airport, which without warning will recline to a fully flat bed when passengers in the airport take a seat on it.
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On the day, passengers who accepted their reclining fate were gifted a pair of return Business Class tickets, whilst passengers who jumped from the seat as it started to recline were offered nothing. The event was filmed in secret by a series of five cameras hidden around the terminal. The footage was then used to promote the new Business Class seats via social media channels. The YouTube video has been viewed over 700,000 in just over a week.
The video also links to an online game that challenges visitors to guess whether passengers would go ‘flat or not’. Through a series of three attempts, participants were rated on their success which they could share via Facebook, as well as enter a draw to win a pair of Business Class tickets.
