klm
we are an airline Germany is one of KLM’s most important markets, with flights from regional airports such as Dresden and Nuremberg feeding into the airline’s long-haul network. Nevertheless, the airline still found that almost half (46%) of Germans do not know what KLM is, with the three most popular answers (among people who didn’t know) being that KLM is either a bank, a radio station
or a restaurant. Actually, you could easily turn that stat around and say that 54% of Germans did know what KLM, as a non German airline, is. Nevertheless, KLM’s ad agency DDB & Tribal saw the opportunity to create a marketing campaign around the lack of awareness by the other 46%. They did this by actually
creating a KLM bank (or rather ATM machine), radio station and restaurant. The KLM ATM machine didn’t give anyone money, but it did spit out free flight tickets to lucky users. Meanwhile the KLM Restaurant served free inflight meals. Finally, the KLM Radio Station involved the take-over of an existing radio station, where KLM staff became the presenters, with KLM themed songs playing on air. The whole campaign has been brought to life by KLM in a micro-site for the German market. The site links to the campaign video, and boxes you can click on around the ‘bank’, ‘restaurant’ and ‘radio station’ theme. Each then tie into a different area of KLM’s service. For example, the radio station “box” explains
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Airline Marketing Monthly • December 2018
