KLM has just unveiled their latest ad campaign, which is hilariously simplistic. The campaign’s tagline is KLM — It’s An Airline. They’ve launched a site dedicated to the campaign at itsanairline.com.
KLM has long been a quirky airline, and this ad sums that up perfectly. Yes, KLM’s new ad campaign is all about how they’re an airline. And about how they fly passengers. And about what airports are.
Don’t believe me? Here’s the first video they released, explaining how KLM is an airline:
Once you understand that concept, you might be interested to learn about what airports are:
Once you have a grasp of airports and airlines, they’ll also educate you about the people, like flight attendants:
And in case you’re confused about your role in all this, they also have a segment dedicated to the flier:
Here’s the inspiration for the ad, per AdWeek:
The oddball approach stems from a survey that found many U.S. consumers were unfamiliar with KLM, with some mistaking the carrier “for a radio station or a brand of milk,” Mustache CEO John Limotte tells AdFreak.
“We hit on a boldly unambitious idea that got us really excited: What if we just say it’s an airline?” Limotte says. “We talked about reading dictionary definitions of airline terminology. And from there, it evolved into the idea of a spokesperson sharing information about an airline that really doesn’t require sharing.”
A few days ago I wrote about American’s newest ad campaign, which had the tagline “World’s Greatest Flyers.” Their goal was to shift the focus on people and somehow make the bold claim that the world’s best flyers (both employees and customers) choose American. It seemed a bit farfetched, though my biggest criticism was that it didn’t actually tell us why we should choose American over other carriers. Why do the world’s best employees and customers choose American (hint: they don’t)?
On the surface KLM suffers from a similar issue, in the sense that they’re not actually telling us why we should fly KLM over other carriers. That being said, I think this campaign is a little bit different, as it’s meant to be social and fun and create general awareness for the brand, rather than make some bold claim about the airline without merit (hell, all they’re claiming is that KLM is an airline).
I’m not sure how viral the campaign will go, though personally I think it’s hilarious. Then again, I already know what KLM is, so I’m probably not their target audience.
What do you make of KLM’s new ridiculously simplistic ad campaign?