A bank, a radio station or even a restaurant
On average 54% of the respondents of the research conducted in August 2018 in Germany were aware that KLM is an airline. Amongst 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.

To counter this basic lack of knowledge about the brand in Germany, the ‘We are an Airline’ campaign was launched to drive awareness in a way that pushes the boundaries of traditional advertising.

The aviation-themed restaurant served KLM in-flight meals for free. The cash machine did not give any money but surprised people with a free flight ticket and showed them all the benefits of flying KLM. The radio station had a KLM band playing specially made KLM tracks, and KLM benefits were wrapped in fun KLM news items, commercials and a quiz.

“With our new campaign for KLM Germany, we have taken an insight and turned it on its head. We’ve made a memorable awareness campaign out of the misconceptions that the general public in Germany have around what KLM is” says Esther te Pas, Managing Director of DDB & Tribal Amsterdam.

“This isn’t the first non-traditional campaign we have made for KLM. In previous years we have offered KLM passengers an intelligent luggage tag with location-based tips that guided them through Amsterdam – in another instance, we encouraged random strangers at the airport to share a Christmas dinner to underline the fact that the airline genuinely cares for people.”

In addition to the experiential elements, the campaign also rolls out on a radio, online advertising and via social media throughout Germany. The campaign song ‘We are an Airline’ by The Flying Dutchmen which was made by DDB together with MassiveMusic Amsterdam will be released on Spotify this week.

Credits:
Client: KLM Royal Dutch Airlines
Campaign: We are an Airline
Product: KLM Deutschland, Natascha van Roode, Armelle de Cordoue, Nadja Daller Sturm
Agency: DDB & Tribal Amsterdam
Managing Director: Esther te Pas
Concept: Ed van Bennekom & Jasper Diks
Creative Director Art: Ed van Bennekom
Creative Director Copy: Jasper Diks
Producer: Jesse Houweling
Production Company: Who’s McQueen
Director: Jonty Toosey
Producer: Rainer Spix, Chirus Guder, Bian Tabar, Robert Leisewitz
D.O.P.: Bruce Jackson
Scanning: Lisette van der Lee
Off-line edit: DDB & Tribal Amsterdam
Editor off-line: Lisette van der Lee
On-line edit: Compound
Editor on-line: Compound
Geluidsstudio: MassiveMusic
Music: MassiveMusic Amsterdam

This article is about:
KLM, MassiveMusic, KLM Royal Dutch Airlines, KLM Deutschland, Natascha van Roode, Armelle de Cordoue, Nadja Daller Sturm, DDB & Tribal, Awareness Campaign, We are an Airline, Bank, Restaurant, Radio, Aviation, Germany, Creative Agency

Harjiv Singh, Founder & CEO, Gutenberg, said, “I am pleased to welcome Christina to our leadership team. We have taken our time to find the right content leader, whose understanding of the communication business is phenomenal. Christina will be responsible for conceptualizing and executing cutting-edge content that speaks to a global audience. The diversity of her experience and the depth of her talent will be key in driving the creative transformation at Gutenberg.”

Christina brings an experience of 15 years in the field of corporate story telling. In past, she has been associated with several leading technology, retail and media brands – creating compelling stories that help them communicate powerfully. Christina is also the author of the bestseller “I’ll Do It My Way: The Incredible Journey of Aamir Khan”, a filmography that studies the work of the actor Aamir Khan, which was longlisted for the Crossword Book Award, and now has a Turkish edition.

Prior to joining Gutenberg, Christina held the position of Marcom Manager at CGI. She led Marcom content development at the Global Communications Center in India. Before this, Christina was also associated with organizations such as Microsoft, Metro Cash & Carry, Dell Services, Wipro Technologies, IBM and STAR to name a few. “It is an honor to have been associated with Gutenberg, where story telling is at the core of the organization’s approach. By working on content strategy and building out capabilities across the country, we will be able to provide brands with other engaging ways to connect with consumers. Working with the talent at Gutenberg, I believe the sky is the limit”, said Christina Daniels, Director (Content), Gutenberg.

Globally, Gutenberg services industries such as Technology, Financial Services, Real Estate, Healthcare, Education, Renewable Energy, Aviation, Defence, Hospitality, infrastructure and not-for-profit causes. The company’s clientele includes KPIT, U.S.-India Business Council and Quikr to name a few.

Buy on Amazon I’ll Do It My Way: The Incredible Journey of Aamir Khan

The article related to:
Gutenberg, digital integrated marketing communications, New York, digital ninjas, authors, editors, playwrights, filmmakers, brand wizards, PR mandarins, SEO buffs, programming geeks, sociologists, Technology, Financial Services, Real Estate, Healthcare, Education, Renewable Energy, Aviation, Defence, Hospitality, infrastructure, Quikr, Christina Daniels, Journey of Aamir Khan, creative transformation, corporate marketing strategy, powerful campaigns, digital agency, U.S.-India Business Council

London, India December 22, 2016: Award-winning global agency, Gutenberg, today announces that Neil Ashurst has joined the company as director and country head for UK.

This follows the company’s recent rebrand which formalises their offering as an integrated communications firm providing digital, content, social, video and public relations services.

Neil has over 15 years of experience in the communications industry, working closely with content and marketing teams both in-house and cross-agencies to deliver campaigns that focus on business impact.

“It’s great to have Neil on-board. His knowledge of the UK market coupled with his passion for communications will allow Gutenberg clients to have a great ally in creating and implementing impactful digital, PR and communications campaigns. Neil’s insights on the changing nature of customer journey for brands reflect his focus on ensuring business impact for our clients. Neil will lead our growth and expansion plans for the UK and Europe from our office in London. Additionally, he will integrate with our US and India teams on global multi-geography clients,” said Harjiv Singh, Founder & CEO, Gutenberg.

Prior to joining Gutenberg, Neil has worked at Performance Communications, working on the Nissan Europe account. He has also worked at well-known UK agencies Frank, Brands2Life and 3Monkeys Zeno on brands such as Microsoft and 3 Mobile. Additionally, he was the head of UK communications for retailer – Game, working closely with Xbox, Activision and EA on the retail launches of their biggest titles.

“I am excited to join Gutenberg at this pivotal moment for the company. Our experience as story-tellers as well as our growing capabilities across all channels means that we have a fantastic opportunity and offering here in the UK as the industry continues to evolve,” said Neil Ashurst, Director, Gutenberg.

Globally, Gutenberg services industries such as technology, retail, financial services, real estate, healthcare, education, aviation, defence, hospitality, infrastructure and not-for-profit causes.

About Gutenberg

Gutenberg is a digital integrated marketing communications firm headquartered in New York, with 8 offices in the US, UK & India. Gutenberg’s team of 80 storytellers includes digital ninjas, authors, editors, playwrights, filmmakers, brand wizards, PR mandarins, SEO buffs, programming geeks, and sociologists.

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