KLM - #happytohelp - (2014) 2:10 (UK)

In some businesses more than others, reputation is everything. Just ask Malaysia Airlines.

A few years ago I was on the verge of switching from Orange to Three Mobile. The latter had some great deals and stood out with the most competitive prices. I was ready to make the jump into the unknown, tittering on the brink of signing myself up to a contract that would amount to half a grand over two years. Then I read this blog post from a chap who’d written for the same Uni rag as me. He detailed horrendous customer service amongst a host of other complaints. His diatribe was funny to read, but it was also an eye-opener. He was frustrated with persistent and pestering phone calls, customer service reps that point-blank refused to let him leave the network and a host of other maddening issues.

After that, there was no way I could change. Personal recommendation from a trusted source will trump advertising every time. (Or in this case, personal condemnation).

“We are proud of our customer service” proclaims KLM in this experiential campaign to promote their airline. It’s a pretty bold declaration and one that needs more than a happy-clappy staged testimonial to back up. To truly do justice to a statement like that, you need to show people something they’re not expecting and you need to go above and beyond the call of duty. Luckily, KLM are not just blowing hot air. Over five days, their #happytohelp team operated out of Schiphol Plaza in Amsterdam Airport with the aim of assisting travellers worldwide. Some of their more novel stunts included a speedboat in the Hudson river, beds for those stranded in airports overnight – plus silly little personal touches like a wake-up call, a lullaby, a tour bus, a surprise for gamers.

The twist is that KLM weren’t just doing this for their passengers, but for ‘everyone, even people that don’t fly KLM.’ This makes sense when you think about it; why promote to those who have already chosen to fly with you, when you can show off to all those millions of potential customers who have yet to do so. They’re the ones who really need to experience legendary customer service if they’re going to become your advocates, your fans, someone who might even write a blog post.

A personal recommendation from a trusted source will always trump advertising. In this instance, I feel like KLM are taking the ‘why not both’ approach. Yes, this is ultimately a stunt, and yes, when you strip it all back it’s a type of testimonial, but it’s great to see new quirky advertising that follows the old cardinal rule of writing.

Show, don’t tell.

Credits to follow