FLAT or NOT was centred around a specially prepared waiting seat at Amsterdam Airport Schiphol (AAS) which – just like KLM Royal Dutch Airlines’ new World Business Class seat – could transform into a full flat bed. When travellers unsuspectingly sat down, the seat reclined. Whoever dared to relax – like he would in KLM's new World Business Class seat – won World Business Class tickets.

- With FLAT or NOT any traveller on Schiphol Airport could instantly win World Business Class tickets. Travellers didn’t know they were part of a game;

- The stunt was completely centred around the major product feature we wanted to create awareness for: a seat that could go fully flat; and

- The film generated a lot of buzz, resulting in over 4 million views on YouTube and Facebook and many shares and even some news coverage.

Together with Schiphol Airport we searched for the best waiting area to reach our target audience. The specially prepared waiting seat stood there for 2 days, surrounded by hidden cameras. During these days the stunt was deliberately kept secret in order to collect natural reactions. Shortly after the stunt took place (within 2 weeks time), we shared a film in which we aggregated the funniest reactions via KLM’s social media channels.

The stunt at the airport was deliberately kept secret to be able to collect natural reactions. The film that registered the – most of the time very funny – reactions generated a lot of buzz, resulting in over 4 million views on YouTube and Facebook, many shares and even some news coverage.