During the campaign period, users visited a custom microsite where they were presented with a KLM suitcase and five nontraditional travel items (i.e. hiking map, toy shark, mini beach towel, Polaroid camera and safari figurines), at which point they were instructed to select two to virtually pack. Each item corresponded with the bucket list activity from its featured destination (e.g., a toy shark for shark cage diving in Cape Town, South Africa).
Based on users’ selections, they were shown a humorous 15-second video of their selected items being “packed” for their trip by a KLM flight attendant. Sparkloft created 10 unique videos in total.
Users then received an itinerary output recommending which destinations they should visit based on their selected items (e.g., Cape Town, South Africa for a toy shark), and could enter to win a six-day luxury safari in the Serengeti courtesy of KLM and Asilia Africa, East Africa’sleading operator.