| Title | FASTEST WAY TO EUROPE |
| Brand | KLM ROYAL DUTCH AIRLINES - PHILIPPINES |
| Product / Service | AIRLINE |
| Category | A06. Best Use of Digital Media in a Promotional Campaign |
| Entrant | NETBOOSTER ASIA Makati City, THE PHILIPPINES |
| Entrant Company: | NETBOOSTER ASIA Makati City, THE PHILIPPINES |
| Sales Promotion/Advertising Agency: | NETBOOSTER ASIA Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Dino Cabrera | Netbooster Asia | Executive Creative Director |
| Vince Sales | Netbooster Asia | Associate Creative Director |
| Aaron Asis | Netbooster Asia | Art Director |
| Jules Cabigon | Netbooster Asia | Senior Copywriter |
| Jennifer Cruz | Netbooster Asia | Senior Account Manager |
| Sherry Magno | Netbooster Asia | Senior Account Manager |
| Phil Smithson | Netbooster Asia | Digital Producer |
| Lucien Hoffpauir | Netbooster Asia | Digital Producer |
| Kristine Joy Rementilla | Netbooster Asia | Social Media Officer |
In 2011, KLM celebrated its 60th year in the Philippines. With its non-stop flights, the Dutch carrier was then known to be the fastest airline that could bring Filipinos to their European destination. For Filipinos young and old, Europe has always been a dream. We wanted to establish the relevance of the brand to the younger generation. With an established relationship, one day hopefully, they would choose KLM when they are ready to fly to Europe.
Being the fastest carrier to Europe, we wanted to show that definitely with KLM, European dreams would soon come true. First leg was “Tweet Me To Europe”, a Twitter initiative meant to drive awarenessand buzz. Participation was simple – answer a question about Europe with the hashtag #KLMPHat60. Second leg was our own online “Race to Europe” in Facebook. Participants were tasked to answer trivia questions and perform tasks. The one who completed everything the fastest emerged as the winner. Winners in both initiatives won round trip tickets for two.
With minimal media budget, the campaign was pegged to generate 11,429 new fans whom the brand can talk to and engage. “Fastest Way To Europe” was able to generate a total of 14,147 new fans by the end of the campaign (with US$ 0.27 as cost per fan). On top of the 153% increase in fans, the campaign also generated 2,077 email leads. As bonus, “Tweet Me To Europe” trended to number two in the Philippines in about 6 hours upon launch. And “Fastest Way To Europe” was awarded 2nd place in KLM’s Worldwide Marketing Best Practice Awards.
Everyone is on Facebook and Twitter – freely talking about their dream trips and destinations. The way in for KLM was to bridge the interest/dream and behavior of the target by running promo initiatives in both channels. The medium was straightforward and the mechanics were easy and uncomplicated. All of these related to the core benefits for any traveler flying via KLM.