Is there a better way to get the message “KLM is a Dutch airline that offers its passengers Journeys of Inspiration” across than to engage people around the world in an inspirational Dutch tradition? For ages the Dutch created Delft blue tiles, depicting typical Dutch scenes together with inspirational words. We revamped this tradition by asking people to convert their profile picture into a Delft blue tile, featuring their face and their personal inspirational words. The 4000 most inspirational tiles were selected for a spot on a real plane. Next to a rich campaign site/app, we created a Delft blue animation film to kick-off the campaign, personalised videos for winners and a film about the making of this special plane. The plane was released during a major press event at Schiphol airport. The event was covered by a lot of (inter-)national press. The plane now flies around the world.

The Delft blue animation film quickly reached 500.000 views on YouTube. After three weeks, 120,000+ tiles were created in the campaign’s 8 key countries. On average consumers spent 5.13 minutes on our site. Likes of KLM’s (global plus local) Facebook pages increased by 120,000+. In the highly competitive airline category, KLM’s brand preference rose from 14% to 19% in its key markets. Hundreds of blogs wrote positively about the campaign, as well as several magazines and newspapers. We measured thousands of Facebook posts and Tweets. Up until the start of September the “Making Of” film collected 750,000 views on YouTube.