Cannes Lions

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LEO BURNETT BUDAPEST / KLM / 2010

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Overview

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Credits

Overview

Execution

Our task was to communicate the best prices of KLM in the Autum sales period in 2009 with a budget of only 5000 Euro. It was obvious that buying media from this amount of money will be a wrong way to raise attention for our offer. The real challenge was to find some alternative way.

The goal:To sell as many promotional tickets as it possible and to refresh the old-fashioned image of KLM.The strategy:Instead of an AD, let’s use people's ART. Not a usual campaign, but a must see cultural event.

Outcome

More than 500.000 people visited the exhibition.More than 80.000 Euro free PR was produced.We almost doubled the sales requirements.Suitcase Art Project received the award of 'The Most Creative Campaign' at KLM in 2009.The project will be continued and redone in Romania in 2010.

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