KLM is a Dutch airline. It's been an airline for years. But apparently, almost half of people in Germany don't know that.
The company decided to launch an awareness campaign in Germany after a poll this year found that only 54% of respondents of were aware that KLM is an airline. Among respondents younger than 30, this number dropped to only 37%.
Respondents who did not know that KLM was an airline thought it was a bank, radio station or restaurant. So, KLM and agency DDB & Tribal decided to put the KLM brand onto those three things in order to prove a point.
It opened a pop-up aviation-themed restaurant that served KLM in-flight meals for free. Meanwhile, a KLM-branded ATM surprised people with a free flight ticket instead of money, and the radio station had a KLM band playing specially made KLM tracks.
In addition to the experiential elements, the campaign is also running on radio, online advertising and via social media throughout Germany. It even has its own song, " We are an Airline," by The Flying Dutchmen, which was created by DDB together with Amsterdam's MassiveMusic and will be released on Spotify.