Realign KLM with an approachable, friendly, caring and reassuring brand position during a key sales period for the airline.
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