KLM - KLM Night Light

KLM - KLM Night Light

KLM Royal Dutch Airlines came up with a bright solution to a common predicament for frequent flyers: the need to be wherever business takes them and the desire to always be there for their children.

The new KLM Night Light was designed to let the children of business travellers count down the days until their mother or father returns home.

The mini KLM aircraft lamp has a light burning behind each aircraft window, marking each night the parent will be away. As the travel days pass, one less light turns on, until all the lights have dimmed marking the return of the beloved parent.

The Night Light was launched via an ad produced by DDB Amsterdam . The Night Light ad (video) shows a child’s imagination set free as he turns his bedroom into a mini-airport, making preparations for the return of his mother’s plane.

KLM ran a special promotion for its BlueBiz passengers for a chance to win a Night Light for their children with the purchase of tickets before 1 May. The airline also put the KLM Night Lights up for sale online for €39,99. They quickly sold out. No surprise as the product generated quite a lot of positive commentary on Twitter: “Sweet idea,” said one commenter. “I want one!” another wrote. “How cool is that for kids?” wrote a third.

Besides demonstrating an understanding of the day-to-day challenges many frequent flyers face, KLM also tied in this promotion to repeat its on-time service commitment to customers.