benchmark report
airline marketing
KLM brings miffy
experiential
#airtramp AIRBERLIN With it’s recent #airtramp marketing ploy, airberlin celebrated wanderlust, spontaneity and the road-warrior spirit. On August 11, the airline announced (via its social media channels) that in three days time, a coach bus would drive along a predetermined route in the city of Berlin and pick up ‘hitchhikers’ bound for one of five airberlin destinations: Copenhagen, Rome, Vienna, Abu Dhabi and New York. People were encouraged to pack a light bag and make a sign showing the destination to which they wanted a lift. The bus made stops along the route, picking up 50 lucky ‘tramps’ and bringing them to the airpor t for immediate depar ture. Staff selected hitchhikers based on their originality and creativity. With more than 1.8 million subscribers, German YouTube star Sarazar made the ideal promotional par tner and live repor ter SEPT 2015 ISSUE
KLM for the event, sharing the rules of play through his YouTube channel on August 12 and then joining in the fun on August 14. Additionally, the airline enlisted German Instagram sensation Michael Schulz (handle: Berlinstagram ) to take par t and document the excitement with photos. Several of the 50 Berliners chosen from the roadside turned out to be bloggers as well. Some of them created their own videos of the experience and shared these through their personal YouTube channels and other social media. USA Today Travel repor ted on the unconventional campaign in its Road Warrior Voices section, remarking that the promotion was “designed to appeal to Berlin’s anti-establishment ar tist and youth culture.”
In a campaign highly reminiscent of EVA Air’s world-famous Hello Kitty passenger experience, or Finnair’s Angry Birds flight , KLM is leveraging a cute animated character to appeal to both younger flyers and consumers in Asia. On August 11, iconic Dutch bunny cartoon character ‘Miffy’ took over two special flights – KL809 between between Kuala Lumpur and Jakarta and KL810 between Jakarta and Kuala Lumpur. Fans of KLM and Miffy (who have partnered before ) could follow the flight on Twitter using the #KLMbringsMiffy hastag, on the ‘KLM Brings Miffy’ blog and on KLM’s Malaysian Facebook page (which has more than 295 thousand likes).
literature at each seat. Passengers booked on the Miffy flight also had fun at the airport, where a life-sized Miffy character appeared to hang out and take photos with them. “The ‘KLM Brings Miffy’ campaign is in line with KLM’s philosophy of making flying inspirational and fun. We hope to raise awareness, especially among the younger audience, of our new KLM cabins and our extensive worldwide network through new and exciting social media activities they can engage with,” commented KLM Country Manager Malaysia-Brunei Aude-Lise Combier on the campaign.
For the flight, a KLM Boeing 777-200ER was completley decked out in cute Miffy paraphenalia, including printed headrest covers, pillows, meal trays and welcome
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
