KLM Airlines: Suitcase Art Project

IDEA/Challenge: How to communicate the most attractive prices of KLM when people are bored from tactical campaigns and they are ignoring price communication. Instead of an AD let’s give people ART!

Strategy/execution: Hungary’s most talented young artists created several artworks inspired by our destinations, and we turned the whole city into an urban gallery. This is how a tactical campaign turned into a cultural event.

Results:
• More than 500.000 people visited the exhibition during the campaign.
• More than 80.000 Euro free PR was produced
• And we almost doubled the sales requirements.

Advertising Agency: Leo Burnett, Budapest, Hungary
Creative Director: Vilmos Farkas
Art Director: Peter Vagvolgyi
Copywriter: Gergely Horvath
Account dir: Krisztina Szabo
Account executive: Dora Horvath
Account assistant: Kata Filep
PR manager: Emese Juhasz
Print prod manager: Katalin Dengelegi
Web developer: Roland Izso
Published: September 2009

Related videos by Shutterstock

3 comments

hannibaal's picture
hannibaal
2 pencils

GREAT IDEA. I like it!

brandingworthspreading's picture
brandingworthsp...
648 pencils

Great idea. Amazing experience. That's the kind of branding I consider worth spreading.

capywriter's picture
capywriter
5511 pencils

nice, seems like a good result too

Post new comment

We highly appreciate your comments. When commenting please acknowledge the following guidelines: Be respectful and helpful. Do not spam or link drop.
Log in or register to post comments