Live High Five
KLM Royal Dutch Airlines
Issue 34 | March 2015
Agency
Eigen Fabrikaat
Creative Team
Creative Director, Concept: Peter Scholtens Copywriter, Concept: Edward Den Ouden Client Services Director, Concept: Rik Vandewall Senior Copywriter, Concept: Dimitri Hubregtse Senior Art Director, Concept: Michael Kouwenhoven
Production Team
Film & Installation: Minivegas
Other Credits
Music: Massive Music
Date
September 2014
Background
In September, KLM Netherlands (Home market sales office of KLM Royal Dutch Airlines) celebrates their sales campaign: the KLM World Deal Weeks.
This year, KLM wanted to create awareness and reach a different target group than they do with their regular (ATL) media, but still create a fit with the KLM brand.
That's why the airline chose to build an interactive and shareable experience around the World Deal Weeks-symbol: The High Five. Which is used in all campaign materials from TV to outdoor. From banner to print.
Idea
To create awareness, KLM created Live High Five. Two interactive installations provided a live visual connection across the ocean and connected hundreds of people in Amsterdam and New York live, through high fives.
During the interactive game, people were challenged to give the perfect high five across a distance of 3.613 miles. The best high fives were rewarded with KLM tickets to either Amsterdam or New York.
Results
During the day, the installation made hundreds of spontaneous interactions between real people from New York and Amsterdam possible.
The film was launched on KLM's own social channels specifically targeting a Dutch audience. It was positively received and soon gained international appreciation as well.
In just two weeks the film gained:
- Over 910.000 unique views
- A total reach of 10.000.000+ across social channels
- Over €475.000 in earned and owned media
But most importantly, by creating an interactive experience around such a universal symbol as the high five, KLM literally connected people with each other and the KLM brand.