Awareness
To boost ticket sales, we simply needed more people to know that KLM was an airline as nearly half of German people had no idea what KLM was. But we were competing with brands who’s advertising and media budgets are astronomically higher than our own.
We made sure people would never forget what KLM was, by converting KLM into what they believed it to be.
Each execution in the restaurant, at the radio station and with the ATM gave us the opportunity to create engaging content around real-life surprised responses of ordinary Germans finding out KLM was actually an airline.
Within one month of launch, we generated 150 million impressions
Our dynamic search ads urged consumers to buy American Airlines air miles – sending conversions soaring 54%
Gillette leveraged a unique Thai ritual of scalp shaving before joining a monastery - the second significant shaving moment in a young Thai boy's life.
38 million Americans drive without insurance. We teamed up with some celebrities who definitely needed a second, third or fourth chance.
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