Dare2Dream

 
 

 

the question

KLM was introducing their Boeing 787, the Dreamliner, in the Gulf region with the first route being Amsterdam – Abu Dhabi – Bahrain – Amsterdam. The goals of the campaign were: underlining the introduction, communicating the benefits and highlighting its exclusivity in the region. The extra was enriching the database with promotional activities.

the approach

We created a concept based on traveling together: “Dare2Dream with KLM”. On the campaign website, one could guess what the travel companion would choose during a flight with the Dreamliner. All the questions highlighted the unique features of the Dreamliner, such as the Wi-Fi connection and the airports of departure. The travel companion was then invited to answer the same questions. The score was based on the number of matching answers. A winning couple was chosen from those with the highest matching scores experience a trip together on the Dreamliner to Amsterdam from Abu Dhabi or Bahrain.

The campaign was boosted through owned channels such as the KLM website and newsletter as well as Facebook page post ads and website click ads. A radio advertising also was running for the duration of the campaign. The share module within the campaign ensured earned publicity.

The Results

1.500

Unique visitors each day

2.5 Minutes

Visit time

20%

Played it more than ones

55% vs 45%

Man vs women

25 - 34 year

Average age

7.000

Participants

E-mail

Caused database enrichment and lead generation

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