Flat Or Not
- Brand
- KLM
- Year
- 2014
- Objective
- Product Launch
- Industry
- Travel & Hospitality
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- Tribal Worldwide
- With
- MassiveMusic
- With
- Monks
Objective
KLM's new World Business Class seat, designed by Hella Jongerius, folded down into a fully flat bed — a fleet-wide upgrade rolling out across 2014 that the airline needed people to actually notice, not just read about in a spec sheet. Rather than advertise recline angles and cushioning, KLM built a stunt around genuine passenger reactions and turned it into something worth watching and passing along.
Solution
At flatornot.klm.com, the player watches hidden-camera footage of an unsuspecting passenger sitting on what looks like an ordinary airport bench at Schiphol — one seat of which can silently unfold into a bed. Before the moment hits, the player calls it: will this person lie down, or jump up and flee? A short clip then plays out the real outcome, confirming or busting the guess. Each round features a different stranger caught off guard, so the player keeps clicking through new clips to see how people react. After guessing, the player can share the clip and their prediction on Facebook or send it by email, with every submitted guess entering them into a draw for World Business Class tickets.
- 1
The player lands on flatornot.klm.com, where KLM introduces its new World Business Class seat that folds flat into a bed, and learns that one seat in a Schiphol departure lounge was secretly rigged to do the same to unsuspecting travelers.
- 2
The player watches hidden-camera footage of a passenger sitting down on what looks like an ordinary airport bench, as the seat beneath them begins folding out into a flat bed.
- 3
Before the clip reveals the outcome, the player predicts whether the passenger will lie all the way down ("flat") or get up and leave ("not").
- 4
The clip resumes to show the real reaction — most passengers grow uneasy and walk away rather than lie down in public, while only a few commit to lying flat — and the player finds out if the guess was right.
- 5
At the end, the player can share the result on Facebook or by email, with sharing entering them for a chance to win KLM business class tickets.
