KLM Inspires Customers Through Experience Platform at KLM.com
AMSTERDAM, Dec. 5, 2011 /PRNewswire/ — KLM Royal Dutch Airlines has introduced an innovative online platform on KLM.com, in which videos, audio and images encourage visitors to experience KLM products and services. Uniquely, interactive triggers allow users to “zoom” to the experience layer without leaving the page. The interactive platform was conceived by Tribal DDB Amsterdam and developed by KLM IT Development.
KLM Royal Dutch Airlines and Tribal DDB designed the platform not only to provide visitors to KLM.com with practical information, but also to provide inspiration around KLM’s product and services. The challenge was to offer this content within KLM.com and not on a separate “brand experience site.”
When a visitor to KLM.com searches for information, the platform offers him or her a “journey of inspiration” before departure. Consumers can get a preview of onboard services (such as the meal), a peek behind the scenes, and more background information on KLM and its history. In addition, every component of the interactive platform can be shared with friends through social media.
The platform was developed with the latest technology, including HTML5 and a digital asset management system, which means that the current number of more than 20 videos and interactive elements can be easily expanded. This approach also enables KLM Royal Dutch Airlines to reuse the content within the website and in mobile apps.
Among the challenges presented by this new technology was translating the platform into no fewer than sixteen languages and rendering it suitable for different types of browsers.
The platform was developed in collaboration with the following partners:
Concept: Tribal DDB Amsterdam
Design & User Experience: Tribal DDB Amsterdam and Mirabeau
Digital Asset Management System: SDL Media Manager
IT Development: KLM
About Tribal DDB Worldwide
Tribal DDB Worldwide (www.tribalddb.com), an Advertising Age A-List Agency, is headquartered in New York with 60 offices spanning 42 countries around the globe. Since it was founded in 2000, Tribal DDB has expanded and been recognized well beyond its digital roots. By 2005 Tribal DDB was named Interactive Agency of the Year by Adweek and at the Cannes International Advertising Festival, where it took home the most Lions and the Cyber Grand Prix. This was followed in 2007 by Tribal DDB being the first “digital” agency to win Global Agency Network of the Year from Advertising Age, and then in 2009 being the first to win the Grand Prix in Film at the International Advertising Festival at Cannes. Tribal DDB continues to draw on its expertise in digital innovation and its heritage of creativity and insights to bring clients the most effective and differentiating marketing solutions for today’s world. Tribal DDB Worldwide is part of Omnicom Group’s DDB Worldwide.
DDB Worldwide Communications Group Inc (www.ddb.com) ranks among the top five consolidated advertising and marketing services global networks, according to Advertising Age. Consistently one of the most awarded networks globally for creative excellence, DDB was Campaign‘s 2009 Global Network of the Year, the 2010 Spikes Asia Network of the Year, 2010 Eurobest Network of the Year, 2010 Campaign Asia Pacific Creative Network of the Year, and captured both the Cyber Grand Prix and Film Craft Grand Prix at the 2010 International Advertising Festival in Cannes. With more than 200 offices in over 90 countries, DDB Group believes in the power of Social Creativity to grow the value and influence of brands around the world by creating ideas that people want to play with, participate in and pass along. DDB Worldwide is part of Omnicom Group Inc. (NYSE: OMC).
SOURCE Tribal DDB Worldwide