Be My Guest with KLM

If you’ve walked through Schiphol airport recently, you’ll know that a new campaign for KLM Royal Dutch Airlines is giving six lucky winners the chance to fulfill their ultimate fantasy by winning a vacation with a superstar – and it’s all thanks to a creative team at DDB/Tribal DDB Amsterdam.

If the lucky hopefuls’ travelling dreams line up with those of the six well-known Dutch celebs, they could have a seat next to either the world’s number one DJ Armin van Buuren, football legend Ruud Gullit, supermodel Yfke Sturm, astronaut Wubbo Ockels, Hollywood actor Jeroen Krabbé or designer Hella Jongerius.

Titled Be My Guest, the campaign starts with a virtual chat, where users talk to one of the six celebrities and see if their travelling preferences are similar. They have five questions to get it right, and whoever the celebrity finds most interesting will be their travel companion on a trip to paradise.

“KLM is an international brand with a Dutch heritage, so that was an inspiration for this campaign,” say Olaf van der Geld, creative director and Ralf Hesen, strategy director at Tribal DDB Amsterdam, “by putting Dutch icons in the centre of our campaign, we underline that KLM is a Dutch airline.”

The campaign is intended to expose KLM’s new Meet and Seat service, which allows people who book a KLM flight to find out whether other interesting passengers will also be on-board. A secure section on the company’s website lets passengers share Facebook or other social media profiles and check the details of flight companions who have also agreed to share their profiles. If they are interested in meeting another passenger, they can even select a seat next to him or her on the flight.

“The strength of the campaign is its focus on the personal interest of consumers. We selected six celebrities representing six areas of interest: football, fashion, film, music, design, and science,” explain van der Geld and Hesen. “This means our message is relevant to these people. The participants create a profile that is all about themselves, their interests, and preferences. For example: favorite film quote, favorite film character, what film made me cry, etc. This smart idea to focus on personal interests, the well-targeted media use, and the seeding of films makes this all-about-me campaign effective.”

The six winners will also attend some unique events that tie to the person they chose to chat with. For example, a music lover that talks to DJ Armin van Buuren could win a trip to a dance event in the USA.

For more information on the campaign go to Be My Guest.