KLM launches Meet & Seat, a new service with which you can choose who you want to sit next to on a KLM flight by matching your social media profile with that of other passengers. We created 'Be My Guest' to support this launch.

The main objective of Be My Guest was to increase awareness of KLM’s unique new Meet & Seat service, and as a result of that increase brand preference in KLM’s 8 key markets.

Target audience: people that live in BR, GE, NL, NO, RU, SE, UK or the US, who fly twice or more a year.

Based on the insight ‘We all dream of having a chat with a person who inspires us’, we developed a campaign with which we invited Internet users to have a ‘virtual chat’ with one of six Dutch icons (all famous in different fields of interest). And possibly win a trip accompanying them on a KLM flight: Be My Guest.

This was a promotion that not only demonstrated the Meet & Seat service, but also displayed KLM’s Dutch roots and openness. We made 3 interest-specific edits of a teaser video (for music, football, and fashion) for ultra-targeted seeding to people’s personal interests.

The targeted approach based on personal interest was very successful, resulting in over 11m views and the no. 1 most viewed airline on YouTube. Participants stayed on the campaign site for an average of 3.2 minutes. Research shows that 54.5% of the respondents have an improved image of KLM (from 21.2% in the Dutch home market to 85.4% in Russia). The likelihood of flying with KLM in the future (brand preference) increased 31% on average in all markets. Awareness of KLM’s Meet & Seat has increased by 7% on average in all countries, and in the US even over 35%!

The promotion literally demonstrates KLM’s Meet & Seat service, an online service with which passengers can choose who they want to sit next to on a flight based on Facebook or Linkedin profiles. To support the launch of this service, we created a campaign in which participants could win a flight sitting next to their one of six Dutch icons (each with a different field of interest). In our promotion we let participants create a personal profile and share it via social media. The best matching profile won the trip with their favourite icon.