The Cover Greetings campaign surprised airline travelers with personal messages from their friends and families on the backs of their headrests. KLM collaborated with Amsterdam Airport Schipol on the heartwarming project as well as DDB & Tribal Amsterdam and FHV BBDO.
Recognizing that travelling can be an emotional experience for passengers whether they are leaving their loved ones or coming back to them after a trip, KLM arranged to surprise them with hand-written notes on the back of the headrest in front of them. So instead of seeing a screen with a welcoming statement or a blank headrest, they saw encouraging and sentimental notes.
Cover Greetings took place on a recent KLM flight. The travelers' reactions were recorded and uploaded onto YouTube.
Heartwarming Headrest Messages
KLM's Cover Greetings Surprises Passengers with Personalized Notes
Trend Themes
1. Personalized Surprises - The Cover Greetings campaign demonstrates the potential for brands to create personalized experiences that delight and emotionally impact customers.
2. Emotional Travel Experiences - The success of Cover Greetings highlights the opportunity for businesses in the travel industry to tap into the emotional aspect of travel and enhance the customer experience.
3. Viral Marketing Strategies - The recorded reactions and uploaded videos from Cover Greetings showcase the power of viral marketing and the potential for brands to gain widespread exposure through shareable content.
Industry Implications
1. Airlines - Airlines can explore incorporating personalized surprises like personalised messages on headrests to differentiate themselves and create memorable experiences for passengers.
2. Hospitality - The hospitality industry can adopt similar tactics to enhance guest experiences, such as personalized welcome messages in hotel rooms, to create a lasting impression.
3. Marketing and Advertising - Marketers and advertisers can take inspiration from the success of the Cover Greetings campaign and explore innovative ways to emotionally connect with customers and create shareable content.