2012 Results

CAT 29 - Promotions & Incentives (PR)


DDB & Tribal Amsterdam (NETHERLANDS)

KLM Royal Dutch Airlines, "Be My Guest"29-03042-PR

Agency (city): DDB & Tribal Amsterdam

Creative Director(s): Olaf van der Geld, Sanne Braam

Copywriter(s): Paul Fraser, Sharon Cleary

Art Director(s): Olaf van der Geld, Christopher Pugmire, Keith Kornson

Photographer(s): Bert Teunissen

Production Company (& City): MediaMonks (Hilversum), Caviar (Amsterdam)

Agency Producer(s): Steven Beukers, Denise Wolterbeek

Illustrator(s): Julian Burford, Lorenzo Milito

Post Production (Print): Souverein

Short explanation

KLM introduces Meet & Seat. With this service you can choose who you want to sit next to on a KLM flight, by simply matching your social media profile with other passengers. To support this launch, we invited Internet users to have a ‘virtual chat’ with one of six Dutch celebrities (famous in different fields of interest). And possibly win a trip accompanying them on a KLM flight. To drive traffic to the site we seeded 3 interest-specific films that collected over 11 million (!) YouTube views. Visitors on average spent 3.2 minutes on the campaign site.


KLM introduces a new service Meet & Seat; this service ties in social media with booking a flight. With Meet & Seat you can choose the person you want to sit next to, based on their LinkedIn and Facebook profiles.