Case: KLM, BlueBiz life cycle 2.0

By the end of 2008, KLM launched the ‘Boost Project’, targeted towards the ‘sleeping’ BlueBiz traveler. It turns out that every inactive company still has knowledge and a positive attitude towards the program. The only problem is the behavior. With every booking made by the company, for some reason they were not using their membership, so there were no new flyer points added to their account. The main objective of this award winning campaign: activating at least 10% of the inactive group.