KLM Case Study FBWB

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.



Uplift in brand consideration


Uplift in brand perception


Social Engagements


Video Views