KLM Royal Dutch Airlines

Media app

Summary
How do you introduce a new digital service on board KLM airplanes?

With the introduction of KLM’s Media App, KLM passengers can now access dozens of current newspapers and magazines through their mobile devices. As a result, an enormous amount of newspapers will no longer have to be thrown away as waste every year. Enough to fill three planes, to be exact.

To generate extra media value around the introduction of the app, we developed a message with talk value: we turned the paper that KLM no longer needed to hand out on board of its airplanes into handy cases for mobile phones. We packaged this story in an attractive video that KLM shared via its social channels and via email.

It was a simple but impactful way to quickly reach the vast majority of KLM passengers with the message: before you leave, download newspapers and magazines in the KLM Media App, so that you can enjoy your paper during the flight.
The work
Date
Jun 2017
Media
Online
Sector
Business-to-Business

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