KLM: Try Before You Fly

Bringing the most powerful abbreviations of our time together in a single feature, KLM introduced a Facebook ad campaign unlike any other. A dynamic АR experience that lets users discover stunning destinations from the comfort of their home.

KLM: Try Before You Fly promotes KLM destinations that fall underneath the “undiscovered but beautiful” bracket — showing potential travelers that there’s much more to see on this planet and KLM can take you there.

It is a unique project that pilots the use of a new digital content format and merges creativity, UX, and technology into one tantalizing experience, tailor-made to match the KLM’s core values and create fans.

The experience introduces AR to the masses in an extremely user-friendly fashion. All you need is a Facebook account and the will to try new things. There’s virtually no barrier to entry since users simply see the ad while scrolling their Facebook feeds, an activity they’ll most likely do daily. And ultimately, the experience was a big success for the brand behind it.

To promote undiscovered but beautiful destinations, we used Facebook AR ads. By augmenting the reality we wanted to inspire people. AR increases the creative ad possibilities, amping up attention levels and making the ad stand out among others. AR has the ability to make content more personal, visual and above all, immersive.

Disguised as a regular Facebook ad, Try Before You Fly popped up on news feeds across Europe - targeting and tempting users with an intent to travel. The ads spring to life with a single tap, unfolding a ‘travelator’ on-screen that transports users to a majestic landmark in either Taipei, Edmonton or Stavanger. After landing, users are encouraged to explore in full 360°. Apart from eliciting awe, the experience also provides fun facts and information about each destination - hyping users to head over to book a ticket.

We explored how to leverage this new feature even before its public release, making KLM the first airline worldwide to run an AR newsfeed ad.

In short, we were tasked to create an experience that matches KLM’s values (innovation, reach out and caring), focuses on destinations, and wows and inspires users with an intent to travel. Aside from innovation and inspiration, the experience was meant to show the magic of AR through innovative content formats. The target audience are users in the UK, Netherlands, and Germany as well as existing KLM customers.

Jury Feedback

ADVERTISING – DIGITAL / NOMINATION

This was a new way of using AR/VR. Fun and interactive. Seamless path to purchase, from being somewhere virtually to buying a ticket to get there. The initial idea was to get people to experience places where they wouldn't normally go - which is executed well. It explores new possibilities of digital advertising and creating immersive content.