Collect your stamps, find a Dream Deal, book the flight

KLM is one of the five largest airlines in the world, and the oldest still flying under its original name. To stay there, booking flights has to be easy. That is why livewall was brought in on sales.

The KLM Campaign Team runs online campaigns every year, each with a different focus. This one had to promote sales by making flights to dream destinations affordable.

Dream Deals answers that with a mechanic. The concept runs on collecting travel stamps, and the tagline collect your stamps sends people hunting through the deals. That call to action also appears in the email, the display advertising and the social posts.

KLM deploys Dream Deals in more than seventy countries, and that decides how the whole thing has to be built. Seventy separate builds are not a campaign, but a maintenance problem.

So campaign content is managed in Campaign Designer, a tool livewall built for it. Campaigns are configured and launched from one place, and the same tool supplies what email, display and social need.

Stakeholders work inside it too, collecting, editing, checking and publishing campaign input centrally instead of over email. Going live with every piece of material, across connected channels and markets that do not share a calendar, makes timing and accuracy critical.

The landing page draws on several integrated feeds, so what somebody sees is current rather than whatever was true when the page was signed off. Around it sit newsletters, video, display and out-of-home advertising.

An algorithm analyses how people use the page and surfaces destinations that fit. Visitors are led into the Dream campaigns by Destination Match, a teaser campaign livewall developed that pairs a person with a destination.

The page design does one job: making the booking easy. A simple search function and an uncluttered layout are the difference between somebody finishing and somebody leaving.