Going on holiday is exciting, but waiting to board your flight is less enjoyable. Especially during holiday times, airports can be very busy. To ensure people are on time to make their flight, they are advised to arrive a few hours before departure.

KLM wanted to create an experience that could entertain travelers at the airport during the time they have to wait to board their flight.

Create an experience that engages KLM travelers as well as potential KLM travellers on their way to adventure.

Create Geo-targeted campaign videos to launch and further boost “Tune into your Travel”

Objectives:

Offer travelers entertainment

Make waiting more enjoyable

Show the magic of augmented reality

Tune into your Travel is a service to keep travelers engaged on their way to adventure. It is a Facebook camera AR filter with world and face filters, which transforms airport into 3 different dream destinations: Adventure, Beach or City. In the world filter, visitors kan follow 3d characters going about in their ‘world’. The face filters make the users seamlessly fit in the world with suitable attire, with the 3d characters responding to their facial expressions. For each world custom music was created, to create an even more complete experience. With this experience, KLM showed that while they can’t prevent waiting, they can make that wait worthwhile.

The experience is made for travellers on their way to adventure. The approach was two-fold: KLM travellers receive a flight status update via Messenger before their departure, which contains a link to the experience. To launch and further boost “Tune into your Travel”, targeted campaign videos were created to spread the word across social media (Facebook and Instagram).

In the first few weeks, the campaign generated over 70 thousand impressions and counting at airports in London and Amsterdam

This was supported by a strong clickthrough rate of 2.8%

KLM found a very fun, playful way to engage people with their brand, addressing a problem that everyone encounters when travelling by plane: How do you make the inevitable wait at the airport worthwhile? The answer:

“Tune into your Travel”