KLM Royal Dutch Airlines has launched its new World Business Class. The drawcard is a special seat, by Dutch design icon Hella Jongerius, that transforms into a comfortable full-flat bed.
So the creative at DDB & Tribal Amsterdam dreamed up an airport game, Flat or Not.
The rules are really simple. Rule one: The players don’t know they are playing. Rule two: An ordinary airport waiting seat at Amsterdam Airport Schiphol (also KLM’s home base) was replaced with a seat rigged to auto-recline into a full-flat bed. Rule three: If the traveller is brave enough to lie on the ‘bed’ in the middle of a busy airport he or she will win two free business class world flights.
All reactions were filmed with hidden cameras and turned into a video, which shows one brave girl curling up on the fully reclined bed before a swarm of cameras and KLM well-wishers reveal the prank and her prize.
The video also invites its viewers to go to the KLM Flat or Not website. klm.com/flatornot. There, they (or you) get to play a new version of the game: Guess how travellers will react. This prize? A chance to win the same – two World Business Class tickets.
Credits:
Advertising agency: DDB & Tribal Amsterdam
Film edit: The Ambassadors, Erik Verhulst
Production company game: MediaMonks
Music company: MassiveMusic
Sound design: Kaiser Sound Studios, MediaMonks
