KLM Royal Dutch Airlines is the number 1 airline in the Netherlands, but competition is fierce. The airline wanted to emphasise it is the best choice for business travellers in the Dutch market, to increase brand consideration. The communications effort needed to have a long-lasting impact, since most business travellers will go on a trip in the further future and will not change their travel plans just because of a KLM campaign. DDB & Tribal Amsterdam was asked to come up with ‘something that sticks in the brain’ and that delivered ‘extra bang for the buck’. KLM does not share budget information, but the budget was very modest in the light of their targets.

In early April, we sent out a press release with a link to an emotional video around the KLM Nights Light. Two days later, we mailed an eDM to KLM business customers (KLM database). Seeding of the video and placements in KLM media (inflight magazine Holland Herald and Flying Dutchman, a magazine for frequent flyers) were scheduled in the weeks after the mail date. Seeding budget was just €15,000.