Airline KLM offers its business class travellers a miniature Delft Blue house on every flight. The miniature houses have been a collectors’ item among passengers around the world for decades. Our client asked us to take the “feel good” factor of the Delft blue houses online, with the objective to expand the impact the cherished little giveaways have on KLM’s brand image.

To create the most engaging brand experience we decided to build a seven-meter long street of KLM houses and film this street with a special camera. With this technique, we were able to make visitors feel they could ‘virtually stroll down’ KLM Delft Blue Houses Lane and pass by all 91 Delft blue miniature houses. A click on a miniature house reveals historic details and shows the location of the original house in Holland. We decorated the street with Delft blue props like canal bridges, cars and even a Delft blue miniature of the legendary KLM plane “Uiver”.

KLM has not kept track of the number of collectors of its Delft blue houses. Therefore it is hard to say if the 30,000 visits since the launch of the website can be qualified as a success. These visitors visited over 120,000 pages. The number of downloads of the smartphone app exceeded our expectations: over 15,000 app installs.