Each year Royal Dutch Airlines (KLM) holds an end-of-summer ‘ticket sale’ in the Netherlands, called the Worlddeal Weeks. This price campaign is supported via ATL / BTL media aimed at a very broad audience. In 2011 it was the 4th consecutive year that this large scale ‘KLM sale’ was held and a dedicated pre-campaign was developped to jumpstart the campaign. The objective of the pre-campaign was to raise awareness just before the start of the actual ‘sale’ and connect to a slightly younger audience than usual for KLM in the Netherlands.

We invited the target audience (age 18-30) to go on a ‘mobile treasure hunt’ called ’Find the Worlddeal’, using an innovative mobile app, from Dutch start-up Repudo. With the free Repudo app you can drop all kinds of multimedia like text, photos or in this case tickets and free upgrades at any ‘real’ location you like using iPhone, Android or Blackberry. Repudo is the world’s first platform to handle digital objects in the real world and uses a combination of the latest 3G, GPS and Google Maps technology.

Traffic drivers consisted of email, banners, Facebook ads and PR. In only 48 hrs (due to trade restrictions) the pre-campaign generated substantial online buzz as you had to invite 3 friends via Twitter of Facebook to win those KLM tickets together. Nearly 90% of the ‘dropped’ tickets were picked up (2.5 per minute!) and over 14,500 unique users went out with their mobile phone to find the winning KLM Worlddeal across the whole country. This has been the most successful campaign on the Repudo platform so far. And last but not least, the campaign contributed in establishing an all-time sales record on the first day of the actual WorldDeal Weeks price campaign.