Over the last years Amsterdam has seen a large growth in population and has turned into a chaotic place with lots of hidden dangers. This has caused an increase in accidents involving tourists. To assist passengers during their stay, we created a device that expands the ‘care’ of KLM’s crew beyond the plane. The Care Tag is an audio luggage tag equipped with GPS that automatically gives you tips and tricks to master Amsterdam, based on your location. A visitor can simply attach the tag to their bag. No internet needed. KLM flight attendants filled the Care Tag with thousands of tips. These messages were placed on the city map by coordinates at spots where visitors need more assistance. Like dangerous intersections, unsafe areas with pickpockets, drug nuisance etc. Together with the Amsterdam tourist office we collected data of these spots and used it within the Care Tag.

Together with the Amsterdam tourist office, we created a heat map of Amsterdam, collecting all city data of spots where visitors need more assistance. KLM flight attendants recorded thousands of messages, like when to watch out for pickpockets, how to lock your bike, and how much a taxi costs so you don’t get ripped off.

But also messages about hidden fun facts and busy intersections (beware: residents on bicycles seldomly stop for a red light!). The Care Tag plays these messages automatically (using GPS) when people pass by the coordinates. No internet needed. Visitors of the city can simply attach the tag to their luggage (or clothes), switch it on and they are ready to go.

The Care Tag generated worldwide press coverage and was widely shared by travel sites and news media, including Lonely Planet and Fast Company (top 5 ads) for a media value of €1.6M. The campaign reached +34M people. Social sentiment was +97% positive. An enquiry amongst Care Tag users confirmed the tag enhanced their visitor experience and they used many of the tips, which accomplished the behaviour change.

All tags were handed out and more tags are in production at this moment. Brand reputation on the brand statement ‘KLM goes the extra mile for its customers’ was raised by +50% (exposed versus non-exposed). The video created to activate our audience (order tag) and generate PR hit over 6.5M views and generated 33K+ responses (Shares, Likes, Comments). With the campaign and service KLM proved to be the most customer-centric airline in the world.

The KLM Care Tag is an audio luggage tag equipped with GPS that automatically gives KLM passengers all the tips and tricks to master Amsterdam, based on their location. The innovative device expands the care of KLM’s crew beyond the plane and airport. No internet needed. The smart gadget automatically provides visitors with location-based verbal tips on how to traverse the city. It saves both them and residents from nuisances in a city that has seen large growth in population which puts the ‘small’ city of Amsterdam under pressure (a hot topic in the city and beyond).

Together with the Amsterdam tourist office we collected data of spots where visitors need more assistance. Like dangerous intersections, unsafe areas with pickpockets, drug nuisance etc. Then we started prototyping the product and tested it all across the city of Amsterdam at every point of interest. The sound was tested at the most noisy intersections. Over 10,000 Care Tags were produced in 6 different languages (English, Chinese, Spanish, Portuguese, German and Russian). Development from prototyping to launch product: 6 months. During the month of September, the busiest time of the year, we started handing out the Care Tag to people who bought a ticket with KLM to Amsterdam. More tags are in production at this moment, to be handed out this summer. We also created an engaging online video around the device, shared this via KLM’s emails (with passengers who opted in for these mails) and social media (partially through sponsored posts) and sent it to selected media.

KLM Royal Dutch Airlines has the ambition to stay the most customer-centric European airline and their brand purpose reads: ‘Moving Your World by creating memorable experiences’. In their brand communications they highlight the fact that their crew genuinely cares for their passengers and people in general. KLM staff goes the extra mile. The KLM Care Tag literally expands the care of KLM’s crew beyond the plane and airport: KLM staff filled the tag with thousands of practical verbal tips. And so you feel you always have a KLM crew member by your side.