Cannes Lions

IFLY KLM

BORN05, Utrecht / KLM / 2014

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Overview

Entries

Credits

Overview

Execution

Within iFly KLM content is king for maximum engagement. The digital magazine format is ideal to bundle multiple stories in a recognizable, clean and linear way. Perfect to stumble upon travel inspiration. The digital magazine is highly interactive, filled with video, audio, images and animation, full screen experience and smart game mechanisms. Within iFly KLM we want to challenge the beaten path. Therefore, all content is tailor made. Each edition is a pleasant surprise. We register all user interaction to develop orientation profiles. This data is used within the e-mail marketing program to optimise conversion and sales.

Outcome

iFly KLM Magazine:

- read by 5,164,458 unique KLM customers

- average reading time of 7:54 minutes

- released in 14 different country versions

- read in 195 countries

- contains 514 spreads, 136 travel stories and previewed 291 different destinations

- valued by KLM customer as the best KLM medium

- 92% likes the KLM brand better and recommend it to friends

- connects the frequent flyers and higher value segments

- customer value of iFly KLM reader is 477% higher

- 68% of readers book their next flight with KLM

- return on investment:

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