Achtung! and KLM Want You to Spend a ‘Layover with a Local’

By Erik Oster 

Dutch agency Achtung! launched a new campaign for KLM, introducing the airline’s promotion allowing passengers from the U.S., Canada and Italy who have a layover of six or more hours to spend the time with a local interested in meeting new people.

It’s a nice idea, allowing passengers otherwise stuck in an airport to, as the spot puts it, “turn your transfer into a trip.” While such passengers could attempt to make the most of that time on their own, locals presumably already know all the right places for, say, “the best Dutch sushi.” The service includes a free ride into the city and the first round of drinks, wherever travelers end up, is supposedly on KLM. The ad is fleshed out with no-frills animation that isn’t much to look at but gets its point across and fits the to-the-point nature of the voiceover.

Achtung! strategist Michael van den Brande told AdFreak the campaign is designed to “strengthen the relationship with their high value, long-haul passengers.” 

“The local recruitment campaign is focused on groups that have an intrinsic motivation to meet up with a traveler,” he added. “For example, we’re targeting language students so they can practice their Italian with a native speaker. And we’re tapping into the expat community because we feel like they might enjoy showing their new home to someone from their home country. The app facilitates this matchmaking by linking people with similar languages and interests.”

KLM spokesman Joost Ruempol explained that the airline will test the program for the next two months to see how customers react, and while there’s certainly room for things to go wrong, anticipates “a very positive campaign.” 


Client: KLM
Agency: Achtung!
Development: Superhero Cheesecake