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We are an Airline
KLM Royal Dutch Airlines
Agency: Tribal DDB Amsterdam
Germany is one of KLM’s most important market, however, almost half of the country’s residents (46%) don’t recognise the brand. We found out that instead of an airline, people thought KLM was a restaurant, radio station or a bank.
So, to educate potential travellers, we opened a restaurant serving people KLM’s in-flight meals for free. Instead of money, the airline’s ATM gave out free tickets to KLM destinations and played a video explaining the benefits of flying with KLM. We also took over a German national radio station with original programming, including bespoke KLM tracks as well as news reports, ad breaks and quizzes that communicated the fact that KLM is, in fact, an airline.