Titanium > Titanium and Integrated
KLM TILE & INSPIRE
TRIBAL DDB AMSTERDAM, Amstelveen / KLM / 2012
Overview
Credits
Overview
CampaignDescription
For ages the Dutch created Delft blue tiles, depicting typical Dutch scenes together with inspirational words. We revamped this old tradition by asking social network members around the world to convert their profile picture into a Delft blue tile, featuring their face and their personal inspirational words. The most inspirational tiles were selected for a spot on the body of a real plane (that now flies around the globe). Next to a rich campaign site/app, we created a Delft blue animation film to kick-off the campaign, personalised videos that showed the winners how their tile was stuck to the plane and a film about the making of the physical plane. A special press event around the revelation of the plane, including faces of some celebrities (like top model Doutzen Kroes), generated substantial buzz, as did the landing of the plane on various airports around the world.
Effectiveness
Likes of KLM’s (global plus local) Facebook pages increased by 120,000+. On average consumers spent 5:13 minutes on our site. 120,000+ tiles were created. In key markets KLM’s brand preference rose from 14% to 19%! The 'Making Of' film alone collected 750,000+ views on YouTube. The Delft blue animation film, inviting people to participate in the creation of KLM’s 'tiled' plane, reached 500,000+ views on YouTube. Hundreds of blogs wrote positively about the Tile & Inspire campaign, as well as magazines and newspapers. We were able to measure thousands of Facebook posts and Tweets (sentiment 98.8% positive).
Implementation
KLM’s Tile & Inspire campaign was launched with advertising in social networks (with an emphasis on Facebook), with a strong PR effort, with billboards on Schiphol airport, with the seeding of a 'Delft Blue animation' viral video and with an email to a segment of the Flying Blue customer loyalty program. Furthermore KLM gave the campaign attention in status updates on their own social media pages and in KLM Tweets. During the ‘creating the tiles’ phase buzz was generated by people posting their tiles on their Facebook. Later in the campaign, we focused on generating maximum buzz around the physical plane (covered with 4000 faces of people from all over the world). This was supported with PR, personalised videos for the winners showing how their tile was placed on the plane and a special making-of seeding video. Also, there was a video on the in-flight entertainment system on board of KLM flights.
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