GLOBAL – MAY 28, 2012: Dutch airline KLM reveals its new campaign called "Be my Guest" on www.klm.com/BeMyGuest.
Developed by DDB and Tribal DDB Amsterdam, the campaign invites people from all over the world to have a ‘virtual chat’ with one of six world famous Dutch celebrities: Armin van Buuren – the world’s number one DJ, Ruud Gullit – football legend, Yfke Sturm – supermodel, Wubbo Ockels – astronaut, Jeroen Krabbe – Hollywood actor and Hella Jongerius – designer.
By answering five questions, a participant reveals her/his personal preferences in the ‘virtual chat’ with one of the celebrities. One of the participants, of which a celebrity thinks she/he might be an interesting travel companion, wins a trip to an inspirational destination together with this celebrity. The six winners will also visit a unique event that ties in with the profile of the person they chatted with. For example: a participant that loves music and therefor chose to have a chat with the world’s number one DJ Armin van Buuren, may win a trip to a Dance party in the USA.
The Be My Guest campaign will be actively promoted in Brazil, Germany, The Netherlands, Norway, Sweden, UK, US and Russia, but is open to inhabitants from any country. The vivid campaign website is scripted in HTML and is accessible via desktop, laptop and tablet computers. Participants can choose to share the personal profile they create when participating via a social network (or by other means), but do not need a social network account to participate.
The campaign is initiated to support the launch of KLM’s Meet and Seat service, that lets people who booked a KLM flight find out about interesting people who will be on board the flight they plan to take. On a closed section on KLM.com they can share their Facebook or LinkedIn profile details and check those of other passengers, who have chosen to share theirs. If they feel like meeting a passenger, they can select a seat next to him/her. When the campaign launches the Meet & Seat service is available on all intercontinental KLM flights.
