What if… we could surprise you

We recently started a “What if…” series on Facebook, Twitter and Google+. The idea behind it is to raise brand awareness by surprising followers with manipulated images that make you look twice. For us, this is a great way to discover the flexibility of the KLM corporate identity without losing recognisability and impact.

We found inspiration in many different places. One great example is the Google Doodle in which the Google logo is reimagined to celebrate holidays, anniversaries, the lives of famous artists, pioneers and scientists, or to make a statement as they did during the Winter Olympics in Sochi.

We also found inspiration in other things, such as a train (see below) in KLM livery that was actually deployed for a year in 1986, celebrating the new railway between Amsterdam Central Station and Schiphol.

And do you remember the KLM skate? In January 2012, a ten-day cold spell got the whole country in turmoil and preparing for the next Elfstedentocht (Eleven Cities Tour). The date set for this rare event was Saturday 11 February. KLM offered customers who had already booked a flight the opportunity to reschedule their flight for free if they wanted to take part in the Eleven Cities Tour. It ended up being the-tour-that-never-was, because the ice wasn’t thick enough. These KLM skates were designed, produced and handed over to the winner of our Elfstedentocht contest.

We explored the branding idea a bit further and tried it out on different themes and objects. This resulted in the “What if…” concepts shown below.

  1. What if KLM was a supermarket
  2. What if KLM was a fashion label
  3. What if flying was an Olympic Sport
  4. What if KLM was Philips

What do you think of them? And do you have any further suggestions for unique and unusual KLM branding?

Posted by: Thije Nobbe |
Join the conversation Show comments

Inge Groot

Now I got the idea behind it! Great :-)

KLM

Finally Inge ;-)

KLM

Finally Inge

Inge Groot

You know I’m not that quick

Inge Groot

Now I got the idea behind it! Great :-)

KLM

Finally Inge

Inge Groot

You know I’m not that quick

Eric D. Schabell

Things like this and the Valentine marketing campaign on board this month are real eye catchers. Well done!

KLM

Nice to hear Eric! We will pass that compliment on to our Valentine/Wannagives colleagues.

Eric D. Schabell

Things like this and the Valentine marketing campaign on board this month are real eye catchers. Well done!

KLM

Nice to hear Eric! We will pass that compliment on to our Valentine/Wannagives colleagues.

KLM

Nice to hear Eric! We will pass that compliment on to our Valentine/Wannagives colleagues.

L'enfant Terrible

Simple and brilliant !

KLM

Well, well, that might be too much credit, but thanks any way ;-)

KLM

Well, well, that might be too much credit, but thanks any way

L'enfant Terrible

Simple and brilliant !

KLM

Well, well, that might be too much credit, but thanks any way

Gailtje

Great ideas! Well thought imagry. Love how you affiliate yourself with things/events going on. Keep up the great creative work KLM!

KLM

Thanks a lot! *blushing*

Gailtje

Great ideas! Well thought imagry. Love how you affiliate yourself with things/events going on. Keep up the great creative work KLM!

KLM

Thanks a lot! *blushing*

KLM

Thanks a lot! *blushing*

Erik

Didn’t you also have Blue Curacao bottles and Blue Coke at some time in the past?

KLM

Hmm that doesn’t ring a bell here Erik. But… great ideas!

Erik

Didn’t you also have Blue Curacao bottles and Blue Coke at some time in the past?

KLM

Hmm that doesn’t ring a bell here Erik. But… great ideas! ;-)

KLM

Hmm that doesn’t ring a bell here Erik. But… great ideas!

Fido

I love the supermarket one!

How about public transport? Maybe a tram with some standing places filled up

KLM

Thank you Fido. Public transport is definitely on our shortlist. Thx for joining the conversation.

Fido

I love the supermarket one!

How about public transport? Maybe a tram with some standing places filled up

KLM

Thank you Fido. Public transport is definitely on our shortlist. Thx for joining the conversation.

Ard

What if KLM was a speedboat?
What if KLM was a highway?
What if KLM was a mobile device?

Kan imagine nice pictures with those “what if”s

Hope to fly with KLM in April!

KLM

Great ideas indeed. We take them along in our next brainstorm. Have a great flight in April.

Ard

What if KLM was a speedboat?
What if KLM was a highway?
What if KLM was a mobile device?

Kan imagine nice pictures with those “what if”s

Hope to fly with KLM in April!

KLM

Great ideas indeed. We take them along in our next brainstorm. Have a great flight in April.

Onno

What if your entire vacation would be KLM branded? KLM suitcase, KLM polos and shorts, towels, bags, inflatable floating airplanes etc.

KLM

Wouldn’t that be somewhat of an overkill Onno? We like the idea though. Thanks.

Onno

For me and many others it would be overkill, but I definitely think there is an audience for this. Overkill = OverCool

Onno

What if your entire vacation would be KLM branded? KLM suitcase, KLM polos and shorts, towels, bags, inflatable floating airplanes etc.

KLM

Wouldn’t that be somewhat of an overkill Onno? We like the idea though. Thanks.

Onno

For me and many others it would be overkill, but I definitely think there is an audience for this. Overkill = OverCool

Brad

Very interesting concept, I think you should expand on it.

KLM

We will Brad. Thank you for your support

Brad

Very interesting concept, I think you should expand on it.

KLM

We will Brad. Thank you for your support

Frank Kwanten

What if KLM was in international cycling? It would increase the inspiration on your journey;
1) have your latest bike component delivered by a KLM sponsored bike courier before you leave home 2) take your bike in a KLM box on the plane 3) have a KLM bicycle guide to show you the good life at your destination 4) wear a fancy KLM shirt while riding in the countryside and 5) cheer for the pro’s at the Giro d’Italia Time Trial.
#godutch #bicyclemasterplan #firstechelon

KLM

You must be a cycling fanatic! Nice photoshopwork. Love it. Thanks for the inspiration

Frank Kwanten

yeah I love cycling and Holland and KLM so KLM supporting cycling around the globe made sense to me ;)

Frank Kwanten

What if KLM was in international cycling? It would increase the inspiration on your journey;
1) have your latest bike component delivered by a KLM sponsored bike courier before you leave home 2) take your bike in a KLM box on the plane 3) have a KLM bicycle guide to show you the good life at your destination 4) wear a fancy KLM shirt while riding in the countryside and 5) cheer for the pro’s at the Giro d’Italia Time Trial.
#godutch #bicyclemasterplan

KLM

You must be a cycling fanatic! Nice photoshopwork. Love it. Thanks for the inspiration

Frank Kwanten

yeah I love cycling and Holland and KLM so KLM supporting cycling around the globe made sense to me ;)

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