KLM Royal Dutch Airlines recently launched a Pan-European campaign called 'Stop The Hassle'. The micro-website, based on a 'user generated content' concept, should raise awareness around KLM.com and their hassle-free service. You can see the teaser video below. Responsible agency is TribalDDB.

The campaign is not really my cup-of-tea, but I can imagine that some people can't wait to share their hassles. What do you think? Please leave your opinion in the comments.

it's nice, but a bit all over the place, and the theme has been done before. personally, not sure.

Posted by: dlj at February 27, 2008 02:43 PM

User generated content stays a little bit tricky if you don't give it a clear, well-defined direction and if you're addressing a large public. You'll easily end up with loads of crappy, amateur content that doesn't have anything to do with your subject, which will make your own campaign look bad...

Posted by: Buzzing Bees at February 27, 2008 03:30 PM

Couldn't agree more with previous writer. USG is nice and all, BUT... it remains extremely superficial and you can wonder what the effectiveness is. Are people really going to fly more KLM ? Myspace etc. show that ppl simply block out advertizing. So.. if you want something more lasting it's going to have to be the user experience. What's the experience here ? "Upload and win" ? Hmmmm.. commenting on a bunch of photos, embed code, url.. all standard and relatively "new".... but it's just not very compelling and nothing that any social site doesn't do. And it looks quite an expensive tool to me.

PLUS: the 1970's throwback ? Hmmm for the hiphop generation ? Don't think so. For the Generation X ? Are the really going to upload images and comment ?

Posted by: Patrick Slavenburg at March 1, 2008 02:59 PM

And then someone's barfing and while the plain goes up the bard ends up in her face... leads to another question: with USG you never know where you end. Is this what you want for your brand ?

Posted by: Patrick Slavenburg at March 1, 2008 03:01 PM