CLIENT KLM - Royal Dutch Airlines
AGENCY GUC
ROLE Concept / Design
KLM raised the issue of their extensive client database, which lacked the capability to direct content to distinct target audiences based on their interests. In addition to the intricate creative process, we conducted several meetings with legal and GDPR compliance teams to ensure that we remained within the guidelines.
BRIEF Generate a concept to enable both new and existing customers to input their travel preferences in order to enrich our database and (re)target more specifically.
INSIGHT People love to create a vision of their ideal holiday destination. And that is where the journey begins.
CONCEPT Using an intelligent online platform, people can create a land that exists only in their dreams, filled with unique highlights waiting to be explored. By sharing their Dreamland, they have the opportunity to win a dream vacation.
To keep things organized, we came up with 3 different countries, each with 12 interests. Tropical Paradise, Adventure Rock, and Urban Getaway. Based on the questions, interests such as "Chilling on the beach", "Spotting wildlife", "Nightlife", and "Shop till you drop" are indicated. Once the user's personal dreamland is generated, they have the option to explore it. In a parallax scrolling environment, the user reveals their interactive world.
OK
Sharing their dreams on social media gives people the opportunity to win KLM flight tickets. Participants will also receive an email with a top 5 list of destinations that are closest to their dream destination.
