The BE MY GUEST campaign invites people to have a ‘virtual chat’ with one of six Dutch icons (all big in different fields of interest). On the campaign website, a smooth HTML5 web experience, the Dutch icons asked visitors a couple of questions to find out whether you were their kind of travelling companion. After the virtual chat, an animated wrap-up of the conversation could be shared via Facebook and Twitter, driving more traffic to the site.

We created three interest-specific edits of an online video (music, football, fashion) where Dutch icons invite people to accompany them on an unforgettable journey, and seeded these to special interest-media.

We used the same targeting for (now for all six fields of interest) for Facebook and LinkedIn advertising and bannering. Finally, we added billboards on Amsterdam Airport Schiphol and messages in KLM-owned media. The campaign site ran on mobile devices making it accessible while traveling wherever, whenever.

The targeted approach based on personal interest was very successful, resulting in over 11 million views and the number 1 most viewed airline on YouTube. Participants stayed on the campaign site for an average of 3.2 minutes. Research shows that 54.5% of the respondents have an improved image of KLM (from 21.2% in the Dutch home market to 85.4% in Russia). The likeliness to fly KLM in the future (brand preference) increased 31% on average in all markets. Awareness of KLM’s Meet & Seat has increased by 7% on average in all countries, and in the US even over 35%!