Credits: Peter de Lange - Creative director Kim Nieuwenhuijs Griffioen - Creative Madelon Uljee - Creative Anne Akkerman - Account Patricia Snabilie - Account WeareWill - production company Shariff Korver - film director Frits Jan Smit - Editor Erik Post - Editor
In June 2011, we developed a concept to promote the fact that KLM personally responds to all tweets and posts within the hour. We decided to make the replies even more unique and personal – to create responses people would be eager to share with their friends. To do this, we replaced Facebook and Twitter typed characters with a living alphabet made up of real KLM employees.
On Monday, 19 September 450 KLM volunteers came together to respond to tweets and posts in this unique way, by assembling the replies live before your eyes, within the hour. We made live reply videos for 12 hours, during which time #Live reply became a trending topic. The reactions were overwhelming, and the KLM crew was proud to be BLUE.