Land the planes, collect the houses, unlock a discount code

KLM set three targets for the campaign: more page views, longer visits and more engagement. Behind those sat a broader aim, which was to celebrate the customer relationship every year and improve brand perception at the same time.

The campaign built on a tradition KLM already had. Every year the airline introduces a new Delft Blue house, and customers look out for it. That tradition sits inside the game itself: the houses are among the items players collect.

Players take the controls as pilots and land planes safely. The game runs across four levels, and the clock gives them 104 seconds. That number is the birthday, used as a rule of play.

Along the way players collect party essentials, the Delft Blue houses among them. Finishing every level unlocks a discount code. Handing the code over only at the end gave players a reason to keep going, and kept the offer exclusive.

The game sat on a subpage of the KLM website and played on mobile and desktop with nothing to download. That kept the barrier to entry low, which matters for a campaign measured on visits and time on site.

The game launched in 41 countries. In the first week the landing page drew 341,000 visitors, and the total reached 578,097, with visits averaging nine minutes. KLM rated that above its earlier campaigns.

KLM drove the reach through its own channels. The newsletter went out in four editions across twelve languages, with an open rate of 41.13% over 6,468,007 sends. In the KLM app, the promotion drew a 47% click rate from 134,300 impressions.

Paid social ran on a budget of 3,000 euros and returned 2.95 million impressions, across TikTok, Instagram, Facebook, LinkedIn and X.