benchmark report
airline marketing
social
sherlock
#icanflysas
KLM
One of the most asked questions that KLM receives via social media is about getting lost items back. This inspired KLM to set up a dedicated ‘Lost & Found’ team at Amsterdam Schiphol Airport which aims to reunite lost items - from a teddy bear found by the cabin crew to a laptop left in the lounge – as soon as possible with their legitimate owner. The team uses all available information like seat number, phone numbers and public social media details to reunite passengers with their belongings and often is able to surprise passengers by returning their personal belongings before they have even missed them. First results show that over 80 percent of the found items can now be reunited with their owners. To promote the new lost & found service and to show how far the team goes, KLM
OCTOBER 2014 ISSUE
SAS
has created a ‘tongue in cheek’ video that features a beagle dog – appropriately named Sherlock – which runs through Schiphol Airport in order to return lost items to passengers right away. The video was shot in such a realistic way that several media – including CNN – initially thought Sherlock was an actual member of the Lost & Found Team. The video generated more than 10 million views in its first 10 days online and as it became clear that the ‘beagle service’ featured video was a spoof, KLM had to release a statement saying that “The dog is purely used to symbolize the active way in which the team will search for owners and unite them with their lost possessions.”
People want to consume information as quickly as possible, and formats such as video and image posts do the job so much quicker than their written counterpar ts. In fact, some of the fastest growing social networks today are based primarily on images: think Instagram, Pinterest, Snapchat, while both Facebook and Twitter now feature images prominently. The latest example of an airline that has tapped into this Visual Culture trend is Scandinavian Airlines, which has par tnered with the Tourist Boards of Denmark, Sweden and Norway to invite the public to share what #icanf lysas means to them, asking people to enter by tweeting or posting on Instagram or Facebook their most creative image of them or their family members that expressed the emotion, excitement or
experience of f lying in any shape or form, along with the hashtag #icanf lysas. The competition ran from June 16 to September 15 and had the purpose to promote Scandinavia as a destination for people living in Western Europe. Each week the best entries were showcased in a winners’ gallery on facebook.com/ SAS and spot prizes including limitededition SAS retro f light bags and travel vouchers were awarded to ingenious entries each week. The grand prize included four f lights in the SAS Plus class, city cards for sightseeing, and hotel accommodation in each city, before f lying on to the nex t Scandinavian capitals
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EXPERIENTIAL DIGITAL SOCIAL TV, PRINT, OOH
