Energize (安耐齐) is a creative agency with digital DNA, based in Amsterdam and Shanghai, focusing on marketing campaigns that support brands in China with retail activation, either in physical stores or e-commerce. The marketing campaigns the agency develops for its clients earn the attention of consumers on social media channels/platforms and then effectively turn the attention earned into consumers’ action (for example sampling, couponing, sales, store visits, CRM data etc. etc), bridging the gap between digital marketing and retail activation.
Challenge: How to increase the fan base of KLM Airlines in China and activate potential travelers to Europe on a more personal level?
Solution: An innovative activation campaign wherein iconic cartoon character Miffy traveled on a 100-day journey with KLM, leading the experience on behalf of Chinese consumers. Turning potential travelers into KLM customers with activations on Miffy’s and KLM’s social channels, as well as on KLM’s flight booking website. Participants in the campaign received goodies inside the airplane and were greeted by the Miffy costume upon arrival in Europe.
Results: 123,000 participants; 89,000 new social media fans; 4.2 million video views; 868,000 site visits; 518,000 reposts; 137,000 replies.