To emphasize the importance and universal need for this unique asset, we conducted The Personal Space Experiment. We secretly filmed the reaction of businesspeople when our ‘investigator’ sat down right next to them, invading their personal space. The recorded reactions evidently prove businesspeople really appreciate their personal space. KLM’s video report of The Personal Space Experiment therefore vividly and credibly advertises the comfort of sitting next to an empty seat.

According to thousands of online posts, comments, ‘likes’ and tweets, KLM’s Personal Space Experiment touched a recognizable human truth. After 4 weeks of being online, KLM’s Personal Space Experiment already received over 600,000 views on YouTube. It even became a ‘trending topic’. This facilitated a 10% increase in the consideration and purchase intention for KLM by European business-class travellers. And in several European countries, KLM moved from third to second most mentioned airline, proving that business-class passengers highly value their personal space…