To inspire… is hard work!

It seems so easy, ‘Let’s get our fans on Facebook to design a Delft Blue tile for their profile picture and stick some of the entries onto one of our aircraft.’ That was the idea. The purpose was to increase brand recognition and to inspire people worldwide.

A simple idea with huge consequences: 120,000 tiles were designed in more than 154 countries, with about 77,000 competing for a place on the aircraft. We have more than 50,000 new fans on Facebook and social media across the board mentioned our competition. The film that explains how to make the tiles was viewed more than 440,000 times on YouTube, and the site was visited 604,619 times.

But that was really only the beginning, because along the route of turning this creative idea into reality were a number of language barriers, certification processes, quality checks and calculations, not to mention the required time input.

To be able to judge the different languages, moderation teams were set up which collaborated with colleagues from different countries who not only contributed their linguistic abilities, but also coordinated the social media locally.

Collaboration was also needed to handle the many technical challenges involved in getting the tiles on the aircraft. One of the first was the stickers themselves. The choice fell on a special and extremely thin plastic (for the aficionados, 80 micron) that had been tested in practice and was found to be suitable.

Tile & Inspire: the stickers

Some of the 300 sticker sheets arriving in the Deco Bay.

All sorts of aspects of certification had to be examined before making this special aircraft, because we couldn’t simply go round sticking things onto it. We were dealing with stringent regulations: ‘What is the impact on fuel consumption?’, ‘What is the impact on the weight?, ‘Are the stickers and the glue resistant to the cold at high altitudes (-70°C) and then against the heat of a tropical airport?’ It also needed to be ascertained that the stickers would not hinder the regular inspections and so on. And of course the identification, instruction and warning markings needed to be well visible among all the stickers. Only after determining that all the certification regulations could be met, could approval be given to carry out the project.

And finally, there were the complicated calculations that Engineering & Maintenance made for the technical drawings so that the men and women at the Deco Bay would know exactly which sticker was to be placed where. Only then could the work begin: a job on which different teams of colleagues worked for 48 hours (the sticking bit alone took about 30 people, almost 21 hours!).

A few pictures of the process:

Tile & Inspire: technical drawings.

The whole process and all the details are worked out in technical drawings and sketches in great detail to avoid any mistakes.

Tile & Inspire: Technical drawing.

A detail of one of the technical drawings.

The sticking bit alone took about 30 people, almost 21 hours.

The stickers are applied very carefully!

Tile & Inspire: Done!

Our Tile & Inspire B777-200 ready for it’s first flight.

We think the end result is great. And what do you think? Let us know!

Raem
Corporate Communications

Posted by:   KLM  | 
Join the conversation Show comments

Emma

Great follow up guys! Well done.

Emma

Great follow up guys! Well done.

ariff

not great because my tile is not up there

ariff

not great because my tile is not up there

Sneeze C.W. Lam

Just wonder if there is any method to know if my designed tile “painted” on the plane.

Sneeze C.W. Lam

Just wonder if there is any method to know if my designed tile “painted” on the plane.

Sophie van Neer

Found so many pictures of the plane, but still not a sign from my tile.. Can’t you post high res. pictures form all angles? ;-) 

Sophie van Neer

Found so many pictures of the plane, but still not a sign from my tile.. Can’t you post high res. pictures form all angles? ;-) 

Jason Yarz

is my tile ady painted??

Jason Yarz

is my tile ady painted??

Marja

Very interesting to read this all! I had not been thinking about all the regulations and temperatures etc…
And I will be on it…. no, am on it already!

Marja

Very interesting to read this all! I had not been thinking about all the regulations and temperatures etc…
And I will be on it…. no, am on it already!

Colin Macdonald

Great! :) just have to find mine now :)

Colin Macdonald

Great! :) just have to find mine now :)

Claudia Op Den Velde

I havent found my one yet… just so curious! Could you publish more pics? 

Sheng

I’m waiting to receive the e-mail from you to confirm that my photo is actually on the plane. Do you know how much longer do I need to wait? Many thank!

Really great job guys.

Sheng

I’m waiting to receive the e-mail from you to confirm that my photo is actually on the plane. Do you know how much longer do I need to wait? Many thank!

Really great job guys.

Claudia Op Den Velde

I havent found my one yet… just so curious! Could you publish more pics? 

Ken

I do hope I get an  email from yourselves.Nice to be involved anyhow

Ken

I do hope I get an  email from yourselves.Nice to be involved anyhow

Reineke

If you did not receive an email, your picture is not on the plane, it’s as simple as that. Impossible with 120.000 tiles made and only 4.000 on the plane. Mine was not chosen either, too bad, but still, it was a great idea and the result looks fab, congratulations!

Reineke

If you did not receive an email, your picture is not on the plane, it’s as simple as that. Impossible with 120.000 tiles made and only 4.000 on the plane. Mine was not chosen either, too bad, but still, it was a great idea and the result looks fab, congratulations!

Wendy

Brilliant blog with fascinating information. I was lucky my tile was selected but cannot see it!! Noticed on the first pic though that the same tile was shown 3 times for tow pictures?

Wendy

Brilliant blog with fascinating information. I was lucky my tile was selected but cannot see it!! Noticed on the first pic though that the same tile was shown 3 times for tow pictures?

Annette

Cool! very positive marketing!

Annette

Cool! very positive marketing!

Mae Aragon

if ever our picture will be on on the plane it will be great for my mom flying all over the world!

Mae Aragon

if ever our picture will be on on the plane it will be great for my mom flying all over the world!

Yuni Hartini

wow…cool…

Yuni Hartini

wow…cool…

Ronald

Mooie campagne

Ronald

Mooie campagne

Hans

@3f43e0b97a2547076bda46f0bb24549b:disqus Wendy, the color illustration “in the article” are just sample tiles (with random faces) before the actual sheets were printed with the selected people that are now actually on the plane, because we needed an idea on how it would actually look on the airplane. To keep the “illustration” relatively small, we could not use all tiles with different faces, so this illustration does not reflect the actual tiles. To print this single illustration 2,5 GB of data had to be processed by our colorprinter. One placard sheet with the actual tiles with faces to be printed can be up to 80 MB (!), which we strongly compressed to 8 MB for this illustration, just to give you an idea. Hans, KLM Engineering.

Wendy

Thanks very much for the explanation. Brilliant!

Hans

@3f43e0b97a2547076bda46f0bb24549b:disqus Wendy, the color illustration “in the article” are just sample tiles (with random faces) before the actual sheets were printed with the selected people that are now actually on the plane, because we needed an idea on how it would actually look on the airplane. To keep the “illustration” relatively small, we could not use all tiles with different faces, so this illustration does not reflect the actual tiles. To print this single illustration 2,5 GB of data had to be processed by our colorprinter. One placard sheet with the actual tiles with faces to be printed can be up to 80 MB (!), which we strongly compressed to 8 MB for this illustration, just to give you an idea. Hans, KLM Engineering.

Wendy

Thanks very much for the explanation. Brilliant!

Brigitte

Since my tiles was one of the ones selected I wish I would have received a picture of the tile application process as was promised in the email that told me my tile was selected.
Your follow-through is disappointing.

Sincerely,
Brigitte Helms
gittebich@gmail.com

KLM

Hi Brigitte, I asked the people concerned about it and they are working very hard on it. As you understand there are many pictures selected and early next week they will come back to all the winners.

Francesca

Hallo! My name is Francesca, I’m from Rome. I would like to know if my tile was attached on your plane. Can you please make a check about?
Thank you and best regards. I appreciated so much your idea! 

KLM

Dear Brigitte,

I asked the people concerned and they are working very hard on it. As you can understand there are many pictures selected and they will come back to all the winners early next week.

Brigitte

Since my tiles was one of the ones selected I wish I would have received a picture of the tile application process as was promised in the email that told me my tile was selected.
Your follow-through is disappointing.

Sincerely,
Brigitte Helms
gittebich@gmail.com

KLM

Hi Brigitte, I asked the people concerned about it and they are working very hard on it. As you understand there are many pictures selected and early next week they will come back to all the winners.

Francesca

Hallo! My name is Francesca, I’m from Rome. I would like to know if my tile was attached on your plane. Can you please make a check about?
Thank you and best regards. I appreciated so much your idea! 

D Redgwell70

I like many others  am also on the plane and like the rest of you am also awaiting proof…..

D Redgwell70

I like many others  am also on the plane and like the rest of you am also awaiting proof…..

Kferrell6

my tile got put on there too and i still havent seen an email with pics lol, but its still pretty cool

Kferrell6

my tile got put on there too and i still havent seen an email with pics lol, but its still pretty cool

Lala

Ha, Ha!
I have just received the link for the ‘evidence’ movie of my tile being stuck to the plane…
sad thing there is no download option anywhere; hope klm would consider this (in spite of whatever copyright claims) and let us enjoy the movie offline, too!
thanks klm, it’s been great fun!

Lala

Ha, Ha!
I have just received the link for the ‘evidence’ movie of my tile being stuck to the plane…
sad thing there is no download option anywhere; hope klm would consider this (in spite of whatever copyright claims) and let us enjoy the movie offline, too!
thanks klm, it’s been great fun!

Deep_dream

fake proof video, fake campaign :((( only “girl wearing hat” is there on the plane

Deep_dream

fake proof video, fake campaign :((( only “girl wearing hat” is there on the plane

Wendy

Thanks for the email showing  my tile on the plane. Love it and really appreciate it.

Wendy

Thanks for the email showing  my tile on the plane. Love it and really appreciate it.

Deep_dream

finally – they not allow me to put comments here…
/watch?v=z6xk7_MR0xE  one more try :)

Deep_dream

finally – they not allow me to put comments here…
/watch?v=z6xk7_MR0xE  one more try :)

Deep_dream

So – as you can see – they sent the same video to everybody. With empty square – to install there your pic using flash technology.
Watch previous link on youtube. com

/watch?v=z6xk7_MR0xE

Deep_dream

So – as you can see – they sent the same video to everybody. With empty square – to install there your pic using flash technology.
Watch previous link on youtube. com

/watch?v=z6xk7_MR0xE

Lala

@c2b3130729b39aba48587c5d6118d9e6:disqus I imagined that… too bad I lack flash knowledge and be able put the image myself on the downloadable youtube clip…

Lala

@c2b3130729b39aba48587c5d6118d9e6:disqus I imagined that… too bad I lack flash knowledge and be able put the image myself on the downloadable youtube clip…

Anthony Poon

Awesome project, KLM !
Wondering how long this special inspiring scheme will remain on PH-BQP ‘Pont du Gard’ before the B777-200 stripped of all the tiles back to standard KLM livery ?

Also, wondering if there will be any airplane models made of this special bird ?

Anthony Poon

Awesome project, KLM !
Wondering how long this special inspiring scheme will remain on PH-BQP ‘Pont du Gard’ before the B777-200 stripped of all the tiles back to standard KLM livery ?

Also, wondering if there will be any airplane models made of this special bird ?

Rob_tarren

Hi how do i know if my tile was used?

Wendy Murray

 You would have received an email from KLM.

Rob_tarren

Hi how do i know if my tile was used?

Wendy Murray

 You would have received an email from KLM.

Adam Fowler

It was fascinating project, I wish KLM do this again

Adam Fowler

It was fascinating project, I wish KLM do this again

Jill Wennmaker

Is there any way you can show me my tile on the plane? I received an email on June 1st that said I would get proof in a few weeks, but I never did.
Many thanks!

KLM

Hello Jill, we advise you to contact our Social Media team via Facebook or Twitter. They can follow up your question.

Jill Wennmaker

Is there any way you can show me my tile on the plane? I received an email on June 1st that said I would get proof in a few weeks, but I never did.
Many thanks!

KLM

Hello Jill, we advise you to contact our Social Media team via Facebook or Twitter. They can follow up your question.

Walter

Well, how do I now find if and where my tile is on the plane?

KLM

Dear Walter,

Thank you for your interest! All winners have been notified by e-mail and a proof of placement has been sent to their e-mail as well. The pictures are randomly placed on the airplane. If you didn’t receive any e-mail then unfortunately your tile wasn’t chosen.

If you are interested in future campaigns than I would like to advise you to keep an eye on our Facebook wall or Twitter account. All information will be published there!

Have a nice day.

Kind regards,

Walter

Well, how do I now find if and where my tile is on the plane?

KLM

Dear Walter,

Thank you for your interest! All winners have been notified by e-mail and a proof of placement has been sent to their e-mail as well. The pictures are randomly placed on the airplane. If you didn’t receive any e-mail then unfortunately your tile wasn’t chosen.

If you are interested in future campaigns than I would like to advise you to keep an eye on our Facebook wall or Twitter account. All information will be published there!

Have a nice day.

Kind regards,

cecile limborg

Who composed the music for the video ‘KLM Tile & Inspire’?

cecile limborg

Who composed the music for the video ‘KLM Tile & Inspire’?

interview techniques

Give your team members the autonomy, authority and encouragement to use their skills and to do their jobs in their own way. Ensure they have stimulating challenges, an opportunity to add value and scope to grow. 

interview techniques

Give your team members the autonomy, authority and encouragement to use their skills and to do their jobs in their own way. Ensure they have stimulating challenges, an opportunity to add value and scope to grow. 

Juna

{youtube}vWUbqh8U4v4&feature{youtube}

Juna

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mexico bike tour

It seems KLM work hard togehter but also know when to enjoy, as they do at the mexico bike tour

mexico bike tour

It seems KLM work hard togehter but also know when to enjoy, as they do at the mexico bike tour

Andrew Killen

It was so amazing and brilliant idea !amazed to get my tile chosen thankyou very much well done to workers for a job well done and keep imagination alive

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