Yesterday, at the ADCN clubhouse, the light bulb (or ‘lamp’ in Dutch) nominations were announced. The big winners were DDB & Tribal with 35 nominations, TBWA with 29, and N=5 with 22 nominations. Especially for N=5 this is quite an accomplishment, since it is by far the smallest agency of the three. The most successful (digital) production agency was MediaMonks with 23 nominations. On the client side KLM is the big winner with 14 nominations. It is what happens when you ask every agency in town to create some sort of activation. Or rather, that’s what happens when you write inspiring briefings and choose the right agencies to work for you. Sweetie, created by Lemz for Terres des Hommes, won three nominations – a concept that is so BIG that it will probably win at every award show around the world. Two important things have changed this year; all ADCN members are allowed to vote and the ADCN has introduced a bronze light bulb, to decrease the gap between a nomination and an actual award. We can imagine that this is a tempting thing to do, handing out more light bulbs, but it will only cause inflation – that’s not us being critical, but simply how economics work. Then again, we live in the age of (digital) democratization, so maybe it’s just a natural course. The accessibility of the awards is probably also why this year, for the first time, we are allowed to leave our black ties at home when the definite winners are announced in Paradiso on 31 March. You can find the complete list of nominations here.
Tag Archive: KLM
With 1 Gold (Interactive), 4 Silver (Interactive, Design and Mobile) and 3 Bronze (Interactive and Promo & Activation) one of our personal favourites, KLM Space by DDB & Tribal and Rapp was the big winner during this year’s Eurobest – from Dutch point of view that is. DDB & Tribal themselves was the agency which stuck out already with its amount of nominations on the short list and now with its awards: seven times Silver and four times Bronze. Rapp is part of DDB & Tribal so there were even more awards to take home: another Gold and Bronze. DDB & Tribal also got awarded 3 Silver for three different commercials for Inshared and it’s nice to see that the Netherlands are back in the film category (last year we won zero in film). Another one of our favourites that we dubbed digital concept of the year Achtung!’s GTI Bannerbahn for Volkswagen left Lisbon with 2 Silver and 1 Bronze in Interactive and Promo & Activation. They also were the only winners in…radio with a Silver award for their Porsche Cayenne Kilometer - proving they’re not just a digital agency. Ogilvy’s contribution for Dela (“why wait until it’s too late”) scored the second Dutch Gold in the category Branded Content & Entertainment and 2 Bronze in Promo & Activation and Media. Last summer they already won a Media Grand Prix in Cannes. We are quite pleased with the results: in total there were 24 Dutch winners this year, compared to 19 awards last year we did better, especially in digital.
It’s a plane… it’s a train… no it’s KLM! We’re impressed – up to a goosebump-level. This once more shows that if there are two companies that understand marketing and advertising, it’s KLM and Tribal DDB. What a fantastic concept; showing Disney’s Planes in a real KLM aircraft, and turning it into a three-dimensional experience. Actually, four-dimensional; these kids are fans for life.
Yet another digital product by airline KLM that shows they want to be more than just an airline. After activations like Meet & Seat (linking your social media profile to your seat) and the Must see map (crowdsourced travel tips), the Dutch (read: French) airline now introduces a game; Aviation empire. Not some silly, irrelevant game, but one that allows you to “pilot an airline, command a fleet, and unlock rewards,” which sounds like a crossover between Flight Control and Sim City. What’s interesting about the commercial is that it might be the very first big budget commercial that advertises a branded (mobile) game. The film, shot in Amsterdam, Oman, and South Korea, was directed by Daniel Dow, shot by Mick van Dantzig and produced by DPPLR. Sound by Audentity.
Yet another aspiring concept by KLM, Tribal DDB, and sister agency RAPP. On April 22nd KLM will launch a high altitude balloon in the Nevada Desert, equipped with a camera and GPS-tracker to stream the real time data of the flight to a website, so that the balloon’s progress can be followed. As we’ve all learned from the idea that probably inspired this concept (a dad and son sending an iPhone towards space) the balloon will pop at some point – not in space, actually, but quite far away from it. On the website you can predict where it’ll pop – both the height and the position on the map. The winner will win a flight into space. Simple as that. Once you’ve chosen a spot in space, you can increase it, and thus the chance of winning, by asking friends to endorse you – read: spread the idea through social media. The idea is not just great in its simplicity, but also shows how a crafty execution can really make an idea; the visuals, interaction design, and sound turn it into an extremely attractive experience. Produced by Media Monks and the sound was done by MassiveMusic, Kaiser Sound Studios, and Media Monks.
Last Thursday the SpinAwards were awarded to the most digital clients, agencies, and ideas. Achtung! was the big winner with one Gold (Das Interland for Volkswagen) and three Silver (‘Tour dus Sofa’ for Skoda – an interactive game around the Tour de France). On top of that Achtung! became agency of the year – for the third time. KLM also won one Gold (Meet & Seat by Tribal DDB) and three Silver (Meet & Seat and Must see map by Code d’Azur), and became client of the year. Apart from these winners, our favourite cases were: Tweetphony (create your own 140-character symphony) by Havas – two Silvers – and the Twitter-directed film Under Control by Woedend!, winning Gold and Silver. Both ideas are simple, but at the same time quite innovative, using Twitter in a smart and unorthodox way. Finally, we were charmed by FHV BBDO’s Holland’s Next Octopus Paul, winning Silver. You can find the complete list here.
The independent Dutch interactive agencies Energize, webpower, and rb2 founded Agency China, a collective offering marcom services to Western brands that are (planning to be) active on the Chinese market. In its press release Agency China proudly announces to have 250 digital marcom professionals in Amsterdam, Shanghai, Bejing, and Xiamen, and on top of that a set of small front offices in Stockholm, Stuttgart, and Barcelona. The board of Agency China consists of Klaas Weima (founder Energize), Jacco Bouw (founder webpower) and Brian Hirman (shareholder rb2). An example of the team’s experience is Nijntje (or ‘Miffy’) visiting China to increase KLM’s brand awareness on the Chinese market. This activation, done by Energize, using predominantly social media, resulted in 4.2 million video views and 89,000 new social media ‘fans’. A smart move, this new agency, cause in the country of the big numbers, everything is possible.
This concept, conceived by Code d’Azur for KLM, feels a bit like going back in time. It turns your socially crowdsourced travel tips into a ‘Must See Map,’ a physical (read: paper) map. Though an attractive idea, we don’t really see the added value above asking on Facebook things like “Does anyone know a good restaurants in Rome?” Besides from being a little anachronistic, the concept also entails a Catch 22; only when you have enough crowdscourced tips, the paper map becomes interesting. But if you are socially active enough online to gather enough travel tips, you’re probably not the kind of person to use this kind of map – which takes, mind you, three weeks to be delivered on your doorstep. So, pretty superfluous. But, as we’re used from KLM, art direction-wise it looks pretty slick.
DDB & Tribal Amsterdam hire Anneli Rispens to manage the agency’s Content & Community department. This state of the art department is based on the ‘always on’ principle, offering social media strategies, monitoring, moderation, and crisis management, and, finally, corporate storytelling – which is, we’re guessing, the often lame content posted on Facebook by brands. Apart from Anneli, the department now consists of three content and community planners, a social media strategist and three community managers. Anneli Rispens has more than 5 years of social media and community management experience. For the last two years she has been working at KREM, a media consultancy working for NS (Dutch railways) – if there’s one brand in the Netherlands that needs crisis management, it’s them. Before that Anelli worked at Favela Fabric where she worked as community manager on KLM – if there’s one brand that takes community management seriously, it’s them. So, all in all an interesting hire, which shows that the gap between traditional and dedicated digital agencies is getting smaller everyday.
O.k., we’re now properly getting in the Christmas mood. In 2010 KLM, together with Boondoggle, surprised 28 passengers at Schiphol with a ‘small act of kindness’ – which was a little present for those who checked in with Foursquare at the airport. This was filmed, seeded online, and thus received quite some attention. This Christmas KLM repeats the trick. Only this time without Boondoggle and by upgrading some Chicago-bound travelers to Business class. On top of that the travelers receive a Happy Holidays show, performed by the Amsterdam based comedy institution Boom Chicago. Even Santa makes an appearance. It looks so easy – maybe even corny. But if you see this video, you can’t help to start loving KLM or love the airline even more.