Our Brief
Realign KLM with an approachable, friendly, caring and reassuring brand position during a key sales period for the airline.
Our Response
With Blue Monday widely recognised as the saddest day of year, we saw an ideal opportunity for KLM to lift the mood of a nation in a truly Dutch way.
We devised Fight Blue with Blue, a campaign to start a happiness movement across the UK and bring to life KLM’s brand personality.
Starting in Amsterdam, Radio 1 DJ Matt Edmondson discovered the secrets of Dutch happiness to inspire the movement. From mood boosting vending machines, to a happiness microsite, social content and influencer happiness hacks, KLM inspired the UK to be a little happier this January.
Results
30%
Uplift in brand consideration
64%
Uplift in brand perception
174K
Social Engagements
6.5M
Video Views
