When asked ‘What is KLM?’, just a fraction more than half of the German population answered ‘It’s an airline’. In other words: about half or Germany’s population (to be exact: 46%) does not know the answer to the question of what KLM is. To make everyone aware of the fact they are the Royal Dutch Airlines, KLM worked with creative agency DDB & Tribal Amsterdam to create an experiential awareness and radio campaign called ‘We are an Airline’. For a number of days KLM turned into what people believed it was: a bank, a restaurant, and a radio station.
