KLM’s Geslaagde Actie

A new proposition to connect with future frequent flyers

After you’ve graduated from high school, there’s only one thing you want: to enjoy your freedom, grab your backpack and travel the world.

Tapping in on the Dutch graduates’ tradition of hanging the schoolbag on the national flag, some sleepy graduates found that KLM secretly put something in their school bag that made their dream come true...

Prior to the final exams, our campaign was a rallying cry to sign-up and digitally place an iconic blue KLM backpack and flag on your house using Google Street View, hoping this image would turn into reality after graduation! KLM’s Geslaagde Actie spread like wildfire and got massive traction and exposure.

Making graduates dreams come true

Year after year, since the beginning of this campaign in 2017, KLM surprised graduates throughout the country. Annually activating over 26% of all the graduates in the Netherlands and building brand love with these future frequent flyers. Turning KLM’s strategy into reality as the most caring airline.

Results

500K PR Value

Targeting not only graduates, but also their supportive parents, neighbours, uncles, aunts, etc. the campaign organically spread and generated a whooping €500K in media value, with a media budget of just €25K.

500K PR Value

Targeting not only graduates, but also their supportive parents, neighbours, uncles, aunts, etc. the campaign organically spread and generated a whooping €500K in media value, with a media budget of just €25K.

50.000 annual participants

With a little under 200.000 annual graduates in The Netherlands, we managed to engage and activate 26%(!) of them.

50.000 annual participants

With a little under 200.000 annual graduates in The Netherlands, we managed to engage and activate 26%(!) of them.

30 MLN + Impressions

The campaign proved to be extremely relevant and newsworthy as it was based on a true insight and further accelerated the positive vibes that come with graduating. It was therefore picked up by local and national press, resulting in over 30M impressions.

30 MLN + Impressions

The campaign proved to be extremely relevant and newsworthy as it was based on a true insight and further accelerated the positive vibes that come with graduating. It was therefore picked up by local and national press, resulting in over 30M impressions.

2629% ROAS

With a relatively small budget, we realised maximum effect with a return on advertising spend of 2629%

2629% ROAS

With a relatively small budget, we realised maximum effect with a return on advertising spend of 2629%

Shift in brand perception

We managed to achieve a significant shift in brand perception towards the desired values ‘open’, ‘friendly’ and ‘caring’.

Shift in brand perception

We managed to achieve a significant shift in brand perception towards the desired values ‘open’, ‘friendly’ and ‘caring’.

Who gives a $#✶♡
Building brands the NEEW way.
Why would I spend my precious time and money on it?

We always put people at the centre everything we create and ask ourselves the question: is what we’re creating truly adding value and relevant to them? Would they care to spend their time and money on it?

Is it worth talking about and would I share it with peers?

Whatever we create should be unique, ownable and distinctive. It should be worth talking about and spark conversations or provoke reactions.
It should be worth sharing as ideas people share with peers, need less paid media to become a success.

Is it a star worthy experience?

We always strive to create 5-star experiences (in the broadest sense of the word). Attractive, appealing, relevant, touching and accessible. A positive-review-magnet if you like. Executed to perfection in every touch point and in all media channels.

Why would people love it?

We build brands people love. Make stuff with impact; stuff that touches them. We find what makes them tick and give them what they love. Things they want and need or didn’t yet know they wanted or needed.