In the fall of 2015, KLM sought to increase bookings to select destinations in Eastern and Southern Africa by creating a digital experience that would increase awareness of KLM’s routes to these locations as well as inspire travel to visit them.
In order to achieve these goals, Sparkloft crafted a campaign that centered on the bucket list activities associated with each destination (e.g., shark cage diving in Cape Town, South Africa). This was determined after initial research suggested some consumers would potentially be less familiar with some the destinations themselves, but would connect with the once-in-a-lifetime experiences they could engage in.
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.
Additionally, Sparkloft provided promotional materials to help support the campaign across KLM’s digital channels including; Facebook and Twitter custom content, a website hero image,a campaign launch newsletter and a media kit with downloadable campaign creative.
The microsite received more than 7,500 visits in its first day and concluded the three-week campaign with more than 35k active users who spent an average time of 2 minutes and 36 seconds on the site.
Visitors produced nearly 45k video views on the ten campaign videos, completed more than 27k entry forms and shared the campaign via social and email more than 5,100 times. Additionally, more than 6,100 entrants signed-up to receive emails from KLM and 4,300 participants visited KLM.com directly after engaging with the campaign.
Additionally, KLM’s Pack Your Bags campaign was promoted by both media outlets and travel bloggers, including The Blonde Abroad, Adventurous Kate, Expert Vagabond, LandLopers and Y Travel Blog.