KLM came to a sobering realization recently: not many people actually know what they are, particularly in Germany. In response, the airline went to some unique lengths to make themselves known—it opened both a bank and a radio station in order to spread awareness of the company’s actual line of business.
Sorry, KLM. Your business name may be a bit confusing. A recent survey of Germany’s population showed that almost half of the country has no idea what KLM is. In response, the airline launched a marketing campaign called “We Are An Airline.” Essentially the airline took the form of the many different things people guessed it was—a bank, a restaurant, and a radio station.
At the restaurant, the company served in-flight meals. At the bank, a fake ATM handed out tickets for a free flight. The radio station played a KLM-curated music list and ads for the company.
“With our new campaign for KLM Germany, we have taken an insight and turned it on its head,” DDB & Tribal Amsterdam Managing Director Esther te Pas told B&T Magazine. “We’ve made a memorable awareness campaign out of the misconceptions that the general public in Germany have around what KLM is. This isn’t the first non-traditional campaign we have made for KLM.
In previous years we have offered KLM passengers an intelligent luggage tag with location-based tips that guided them through Amsterdam – in another instance, we encouraged random strangers at the airport to share a Christmas dinner to underline the fact that the airline genuinely cares for people.”