The challenge
Travellers who haven't booked a ticket through KLM.com in a while drift out of sight. A standard ad won't bring that group back. What's needed is something that feels personal and invites immediate action.
Answer seven questions, get a packed suitcase
for
KLM
KLM, targeting travellers who stopped booking
Winning a customer back is harder than finding a new one. This interactive campaign only spoke to travellers who had not booked through KLM.com in a long time. Seven questions, one packed suitcase, and a destination picked to fit.
The concept
Pack Your Destination asks seven questions. About budget, about a preference for a sandy beach or a ski slope instead, about travel style. The questions sit in clear graphics, light and quick to answer. Based on the answers, the participant receives a digital suitcase with a matching destination and a short description of it.
Making it work
The quiz links seven individual answers to a destination logic that resolves into a single proposal per participant. From that proposal, one click leads straight to booking on KLM.com. Anyone not ready to book yet can set a notification to return to the suggested destination later. If the outcome doesn't land, the quiz restarts from the first question.
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