With the launch of Economy Comfort, travelling in KLM’s Economy Class is no longer a one-size-fits-all experience. To communicate this, we developed a site that shows there is now more choice in Economy Class. How? Not by showing airplane seats, but by showing only comfortable passengers. A click on one of the ‘floating’ passengers leads to a richly animated personal story around her/his motivations for her/his choice of comfort (including USPs of that product). Want to find out about all of the available choices? Why not? You might even win a trip.

We chose to focus on comfort to the extreme. Comfort is not in a seat, it’s the result of that seat. Comfort is in a person. This led to the idea of showing 'floating' passengers that enjoy comfort and presenting the story behind these passengers: why did they choose their kind of comfort? We created an inspiring experience set in a plane, but at the same time showing a world outside of that plane. By adding a contest we motivated consumers without travel plans to engage, view all personal stories of the passengers and discover the advantages of all products.

Almost 250.000 unique visitors visited the site during the campaign period. Over half of the visitors watched at least two product/USP videos. This lead to an average time on the site of 2:54.