KLM and Miffy Conquer China

Energize develops campaign on Chinese social media

Together with Uncle Pilot, miffy travels to a variety of KLM destinations over the course of sixty days. The first destination is Amsterdam followed by Rome, Paris, Barcelona, London, and a secret sunny spot. During her trip, she will receive travel tips from a number of Chinese personalities who have lived at these destinations. In London, she will get tips from British singer James Blunt.

Chinese Social Media
All photos, videos and messages from miffy’s travel adventures will be shared on Chinese social media including Sina Weibo, Renren and Tencent Weibo. Followers who participate in the many games, quizzes and online activities also have a chance at winning KLM and miffy prizes designed especially for the campaign.

“This is the first time that a social media campaign using a licensed character has appeared in the Chinese airline industry,” says KLM’s Managing Director Erik Varwijk. “It should come as no surprise that KLM has chosen China. KLM serves eight different routes, which means it has the largest network between Greater China and Europe.”

KLM developed this campaign with agency Energize, in cooperation with Mercis bv, owner of the nijntje/miffy brand.

Credits
Client:
KLM – Frank Houben, Natascha van Roode, Anouk Sprangh Mercis – Marja Kerkhof, Frank Padberg

Agency:
Energize (Geïntegreerd) - Account: Martijn Willemse, Vivian Gu Strategy: Klaas Weima Creation: Richard de Jong, Rogier Bikker, Paul Duijser, Niek van Wingerden

Photography:
Edo Kars

Online Media:
Pop Sigma

Production:
Daphne Story, Tobias Pekelharing

Development:
Rb2