Cannes Lions

KLM SPACE

DDB & TRIBAL AMSTERDAM, Amsterdam / KLM / 2013

Awards:

1 Bronze Cannes Lions
Presentation Image
Presentation Image
Case Film
Presentation Image
Case Film
Presentation Image
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Description

KLM Space: A high altitude balloon is launched from the Nevada Desert. Participants could predict where the balloon would pop in the outer atmosphere, the best prediction won a real spaceflight.

The website needed to take participants on an inspiring space journey and assist them with making their prediction, visually explaining what the balloon could encounter on its journey: such as wind speed and direction. The user-experience had to be simple while still making it easy to participate and fully immersive and engaging. On computers and tablets KLM Space needed to be highly cinematic and a seamless interactive experience.

Execution

The captivating design revolved around the high altitude balloon. Voice-over, music, sound, animation and interactive video content drew people in, giving them an immersive experience that let them feel the journey to space.

The online experience combined high-end graphics and 3D animation for storytelling, while offering fully dynamic, real time overviews of the digitally claimed spaces and mapping them to the live-data from the balloon.

The flight path of the balloon through different atmospheric layers was emphasized by various color schemes. KLM’s blue was reflected in all interactive elements. Icons and navigation were intuitive but futuristic.

Outcome

During our 12-day campaign we reached more than 25 million people worldwide, resulting in over 3.2 million seeding film views. We registered 708.588 unique visitors on the campaign sites for desktop, tablet and mobile combined. In total 129.288 participants claimed their place in space (30% above target). The average time on site exceeded the extraordinary duration of 6 minutes per visitor. And 66.425 participants shared their place in space, resulting in over 120.000 visitors from social media. Total ‘online buzz’ was 16.554 mentions. And 32.513 people watched the live event on April 22nd.

Similar Campaigns

12 items

Chief Trash Officer

72ANDSUNNY, Los angeles

Chief Trash Officer

2023, UNITED AIRLINES

(opens in a new tab)