Schiphol, 16 June 2015
‘The power of kindness’ is the key element in the new campaign that is to be launched this week by Transavia. The goal is for the largest low-cost airline in the Netherlands to emphatically showcase itself as the love brand that offers you not only affordable prices, but also hospitality and friendly service.
The new campaign is part of the strategic change implemented earlier this year by Transavia. Among other things, all new aircraft now read the phrase ‘Welcome’ in the fifteen languages of the countries the airline operates in. “Hospitality has been integral to Transavia for the past fifty years,” says Commercial Director Roy Scheerder. “But that one word means so much more at Transavia. We make a human connection with every single Transavia passenger. This is the genuine hospitality we not only want to express on board, but all over the world.”
Kindness is catching
With this brand promise as the starting point, strategic creative boutique agency KOKORO spent the past few months working on the brand-new campaign. ‘The power of kindness’ is the result. The commercial focuses on the contagiousness of kind behaviour. From holding the lift door for someone running towards it and letting someone borrow your phone when their battery’s dead to the Transavia stewardess picking up a stuffed animal and giving it to the child who dropped it.
The power of kindness
“The idea behind the campaign is that we seem to have forgotten somewhat about kindness. And that’s a pity because there is tremendous strength to be found in it. It makes you healthier. Happier,” says KOKORO Amsterdam founder, Rik Heijmen. Last winter, the agency won the pitch organized by Transavia and can now call itself a partner. “We all have an innate sense of kindness and, moreover, it’s extremely catching, which makes the world a better place to live in. That is what we intend to remind people of with this campaign.”
‘Let me take your selfie’
Dorst&Lesser is responsible for campaign activation in social media. Four friendly products have been developed that enhance the feel-good factor for all travellers. “We highlight the strength of a kind gesture and give people a helping hand in carrying out acts of kindness – all in a playful manner,” explains Scheerder. The online platform www.transaviafeelgoodies.nl