KLM Airlines Is Building Brand Awareness With An ATM, Radio Station And Restaurant

KLM Airlines Is Building Brand Awareness With An ATM, Radio Station And Restaurant
Brand Activation & Immersion

The Dutch airline is marshaling a series of activations in response to consumer insights indicating a lack of awareness in its target market, hoping to drive engagement with interactive and informative community experiences

Emma Millen
  • 12 november 2018

KLM is a dutch airline that has been around since the early 1900s, and maximized its market value in cities such as Amsterdam. Recently, KLM discovered that its most sought-out market, Germany, has very little knowledge and appreciation for the seasoned and consumer-centric airline.

In order to determine the level of brand awareness German consumers had for KLM, the airline conducted a study. The results were poor in awareness, and those that did identify the brand recognized them as either a bank, a radio station or a restaurant. None of these results pointed towards an airline. Therefore the airline took these firm types into account and decided to launch three activations based on consumer insight to replicate these firms and further educate consumers.

The first activation was a bank ATM that was placed on a high-traffic street. When consumers approached the ATM seeking to complete a money transaction, they were surprised to see that a KLM flight attendant appeared on the screen to explain the intention of the  activation, and educate them on KLM as a brand. At the end of the transaction, instead of providing money as a traditional ATM would, the machine printed out a flight ticket to come aboard a designated KLM flight.

The second activation was a radio station. KLM created a real-life radio station studio hosted by KLM flight attendants. The airline took over a popular national station  and played custom songs, and further educated listeners about the brand through the radio medium.

Lastly, the third activation entailed the development of a real-life restaurant. The restaurant was again run by KLM flight attendants dressed in their uniform, and served food and beverages that can be found on all KLM flights for free.

Each of these activations was intended to take what knowledge the German consumers had of the brand and marshal it to further engage them. These activations proved successful, and allowed KLM to connect with its consumers by reaching them in the heart of their community to build loyal customer relationships.

KLM

KLM is a dutch airline that has been around since the early 1900s, and maximized its market value in cities such as Amsterdam. Recently, KLM discovered that its most sought-out market, Germany, has very little knowledge and appreciation for the seasoned and consumer-centric airline.

+AIrplane
+brand activation & immersion
+Cafe & Restaurant
+hospitality & travel
+hotels
+klm
+retail
+Shopper education & assistance
+shopper marketing & promotions
+travel

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