KLM Royal Dutch Airlines has the ambition to stay the most customer-centric European airline and their brand purpose reads: ‘Moving Your World by creating memorable experiences’. In their brand communications they highlight the fact that their crew genuinely cares for their passengers and people in general. KLM staff goes the extra mile.

KLM asked agency to create a brand message that would touch people worldwide, with a fairly modest budget, that would create sympathy for the brand that goes the extra mile, and would contribute to KLM’s brand purpose. A message that people would like to share and thus would generate ‘earned media’ effects. A message that would engage KLM passengers (to strengthen the relationship and reinforce their brand preference) and preferably also prospects (to create brand sympathy and, as a result, build brand preference).

Together with the Amsterdam tourist office, we created a heat map of Amsterdam, collecting all city data of spots where visitors need more assistance. KLM flight attendants recorded thousands of messages like when to watch out for pickpockets, how to lock your bike, and which taxi to take.

But also other messages like how to find your way in the city.

The Care Tag played these messages automatically when people passed by the coordinates.

Over 10,000 Care Tags were produced in 6 different languages (available languages: English, Chinese, Spanish, Portuguese, German and Russian). All Tags were handed out to people who bought a ticket with KLM to Amsterdam. More Tags are in production at this moment. We also created an engaging online video around the device, shared this via KLM’s emails (with passengers who opted-in for these mails), social media (partially through sponsored posts) and sent it to selected media.