KLM Inspires Customers Through Experience Platform at KLM.comDecember 5th, 2011
KLM Royal Dutch Airlines has introduced an innovative online platform on KLM.com, in which videos, audio and images encourage visitors to experience KLM products and services. Uniquely, interactive triggers allow users to “zoom” to the experience layer without leaving the page. The interactive platform was conceived by Tribal DDB Amsterdam and developed by KLM IT Development.
KLM Royal Dutch Airlines and Tribal DDB designed the platform not only to provide visitors to KLM.com with practical information, but also to provide inspiration around KLM’s product and services. The challenge was to offer this content within KLM.com and not on a separate “brand experience site.”
When a visitor to KLM.com searches for information, the platform offers him or her a “journey of inspiration” before departure. Consumers can get a preview of onboard services (such as the meal), a peek behind the scenes, and more background information on KLM and its history. In addition, every component of the interactive platform can be shared with friends through social media.
The platform was developed with the latest technology, including HTML5 and a digital asset management system, which means that the current number of more than 20 videos and interactive elements can be easily expanded. This approach also enables KLM Royal Dutch Airlines to reuse the content within the website and in mobile apps.
Among the challenges presented by this new technology was translating the platform into no fewer than sixteen languages and rendering it suitable for different types of browsers.
The platform was developed in collaboration with the following partners:
Concept: Tribal DDB Amsterdam
Design & User Experience: Tribal DDB Amsterdam and Mirabeau
Digital Asset Management System: SDL Media Manager
IT Development: KLM