KLM, famous in The Netherlands - but not so much beyond Europe. Our task was to spread the word, beyond the traditional channels where they were becoming wallpaper. In the peak days of social - we invited the audience to create personalized Dutch Delft tiles - and get their face on KLM Boeing and travel the world (way beyond Europe.)

We knew KLM had fans, and their participation would help us reach new audiences. Leveraging the culturally significant Dutch Delft tiles allowed KLM to tap into national pride while fostering consumer participation. This approach not only appealed to KLM's existing fanbase but also attracted new audiences, furthering the brand’s reach and relevance in a competitive airline market.

The campaign combined digital innovation with cultural heritage by enlisting acclaimed designer Marcel Wanders to develop appealing tile designs. The user-friendly Facebook app enabled fans to create and submit their own tiles, turning participants into brand ambassadors and encouraging social sharing. The second phase, which involved physically adhering the tiles to an aircraft, added a tangible and visually impressive aspect that served as a unique PR opportunity. This blend of digital engagement and real-world application allowed KLM to humanize its brand while celebrating its cultural roots.

The "Tile & Inspire" campaign successfully engaged hundreds of thousands of participants, leading to substantial buzz and interest. The accompanying making-of film achieved over 750,000 views, showcasing the campaign's reach and viral potential. Press coverage widely praised the initiative, exceeding KLM's branding objectives and enhancing their reputation. The Boeing, now adorned with fan-created tiles, serves as a symbolic ambassador of goodwill, continually promoting KLM’s commitment to its customers and its Dutch heritage as it flies around the world. Ultimately, the campaign reinforced KLM's position as a forward-thinking and socially connected airline, strengthening its bond with fans and promoting a sense of community.