KLM Activates a 'Helpful' Pop-up and Street Campaign - Event Marketer

KLM Activates a ‘Helpful’ Pop-up and Street Campaign

DB_KLM_Pop Up_EX 2017
Brand: AIR FRANCE
Agency: PEN&PUBLIC
Awards: EX AWARDS — BEST POP-UP OR IN-STORE RETAIL EVENT
Year: 2017

It seems like every time you turn around, another airline is taking away another amenity without a hint of remorse. But as other brands were making quick enemies of travelers, KLM Royal Dutch Airlines activated a pop-up experience and street campaign around an unprecedented concept in modern travel: helpfulness. To showcase its brand ethos and promote its new direct flights from Amsterdam to San Francisco, KLM piloted a series of interactive engagements around the premise of good will. The verdict? Very good: The pop-up alone garnered 157 million media impressions.

To participate in the pop-up experience, Bay Area residents first registered for an RFID-powered “passport” that allowed for personalized check-in at five stations. The stops included a VR experience that took participants aboard the brand’s new Dreamliner aircraft, the chance to sit in real Business Class seats and snap a selfie using a Twitter mirror and an opportunity to explore KLM destinations through a touch screen map.

To amplify its presence in San Francisco, the brand also executed a “helpful” street campaign featuring billboards used to help owners find their lost pets, a countdown for ferry departures, a real-time surf report and more. The campaign ultimately experienced a smooth landing, earning 28,000 impressions from the Twitter mirror engagement alone, and earning 7 million more from the street campaign.

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