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KLM Fly-a-Friend
Goal: Create a compelling campaign that will achieve the following.
- Raise awareness of the destinations that KLM fly to.
- Teach users about the fares to various destinations.
- Build an in-house list with profiling on users favourite destinations
- Relevant to the brand
Concept: Imano created a viral campaign called Fly-a-Friend, the concept is simple and based on inviting a friend to with you to any destination KLM fly to, all entries are entered in to a prize draw and a winner is selected at the end.
Result: The campaign actually delivered measurable results and helped KLM achieve their goals. The campaign received over 180,000 entries and 40,000 additional sign-ups to the KLM database, the users learned about the destinations that KLM fly to and KLM enhanced their database with additional demographics on users preferred destinations.
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KLM Rich Media Overlay
Goal: Create an online campaign to push sales to key European destinations and drive traffic to the site, the campaign should be innovative to provide good recall, increase the sign-ups to the KLM database, and push the KLM brand as the world’s largest airline as well as work within a tight budget.
Concept: Imano created a rich media banner that would provide improved click through rates. Three specific goals were defined, promote fares to destinations, generate sales and be innovative. Multiple banners were created and user testing was conducted to identify the banner that will generate the best click through and provide the best recall. Imano created the world’s first banner with a built in booking form, the banner would promote fares and then provide them with the tools to book their fare as well as sign up to the newsletter.
Results: The campaign was trialled on a single site before being rolled out across multiple sites. Focused sites were selected to deliver the best return on investment. Due to the innovation the creative provided great recall and exceeded ROI expectations.
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Links:
KLM Rich Media Overlay
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