How to sell your new Business Class seat – designed by Hella Jongerius (!). Since everybody knows that Business Class is way too expensive for consumers, we’d guess this is a b2b ‘problem.’ Not the case. KLM lets random passengers try it out. And if they surrender to the comfortable feeling of a fully reclined seat, they get a free Business Class ticket. You simply film this and seed it online. A mechanism KLM has used more often in the past. Maybe not the best way to advertise expensive design, but it will probably (again) score points on ‘sympathetic.’ There is also a ‘game.’ Created by DDB & Tribal.