KLM's new American campaign is all about explaining one thing -- it's an airline.
If that sounds like stating the obvious, well apparently to many people in the U.S., it's not. The Dutch carrier (the letters stand for Koninklijke Luchtvaart Maatschappij) found in a recent brand study by parent company Air France-KLM that many people thought KLM was a brand of milk or a radio station. So it set out to educate viewers on social media with a tongue-in-cheek campaign in which actor Ken Marino ("Wet Hot American Summer," "Marry Me") explains, with a kind of cheesy smoothness, that KLM is, in fact, an airline. In other word, a weird metal tube stuffed with seats that defies the laws of gravity.
Other videos in the campaign, which was created by Brooklyn agency Mustache, address questions as "What's a flight attendant?" "What's a flier?" and "What's an airport?" The campaign launched through sponsored content via Facebook, Twitter, Instagram, and YouTube; display advertising; and a microsite, ItsAnAirline.com.