Many children live abroad and have limited contact with their mother. Many mothers feel alone and miss their children, so for Mother’s Day, KLM Royal Dutch Airlines decided to change this and encourage children to have more contact. ‘Call your mom’ is a campaign that turns virtual contact into real contact. And gives people the chance to win the best gift a mom can get on Mother’s Day. A personal visit from her son or daughter.

But in order to win a flight to their mom, children had to video-call her as much as they could on klm.com/callyourmom, a platform that made it easy to connect with your mom. The 6 people who called the most minutes won a KLM ticket and could go and visit their mom. However, there were only winners, because every minute increase in contact makes a better day for moms, their sons and their daughters.

Weeks before Mother’s Day (13 May), children were encouraged to connect with their mom via klm.com/callyourmom, where they could easily invite their mom via email, WhatsApp and Facebook. By using WebRTC, people from all over the world could video-call their mom. The site registered the number of minutes a daughter or son spoke with their mom. Using face and voice registration, we could ensure the calls were real. Only genuine attention given was rewarded with a ticket. During the call, conversation starters were presented to keep the call going. Like: ‘update your mom on your love life’ or ‘ask mom what her dream destination is’. We created emotional content to activate sons and daughters and to reach a wider audience with our message. This content was sent to the press and shared via social media and KLM platforms.

People from all over the world started calling their mom daily on klm.com, resulting in many happy mothers. People from 114 different countries called their mom. During the campaign, children went from calling their mom less than once a month to an average of 5 times a day. We had 7,903 active users and a bounce rate of 1.06% which is very low.

The average time spend on klm.com/callyourmom was +10 minutes, achieving a click-through rate to KLM’s bookings page of 0.61% (outperforming the industry average of 0.42%) Social sentiment was 99% positive. The campaign video got +2.5M views. The campaign was picked up by media worldwide and got a huge response. Resulting in 100.000s of shares and comments about the love for mom. With the campaign, KLM showed that they are the most customer-centric airline in the world and do what they do best: bring people together.