KLM Gets Down to Business in Amsterdam

A fun campaign from DDB & Tribal Worldwide Amsterdam has sent Schiphol airport into a state of confusion in celebration of KLM Royal Dutch Airlines’ new fully-flat seats.

The airline recently launched its new World Class Business seat by design icon Hella Jongerius and decided to have some fun in the process by installing one in the middle of the Amsterdam airport.

The campaign, titled Flat or Not, saw hidden cameras set up around the chair which captured the product reclining as unsuspecting travellers sat down on it. The hilarious footage shows how few people dared to lay down and relax in a busy airport, with most people fleeing the scene in shock.

An interactive arm to the campaign includes an online game, where players watch people sitting down on the chair and have to guess how they reacted. Users can also share the game on Facebook or via email for the chance to win business class tickets for a KLM flight.

The fully-flat seats are part of the airline’s new World Business Class. The whole cabin of the KLM Boeing 747 fleet will be restyled by mid-2014 and the redesign of the Boeing 777-200 fleet will start by the end of 2014, followed by the rest of the intercontinental fleet.

To play the game and find out who had the guts to go fully-flat at Schiphol visit Flat or Not.