How Aruba are you? - Social Media Campaign
KLM Royal Dutch Airlines is the national flag carrier of the Netherlands, and operates scheduled passenger and cargo services to approximately 130 destinations.
MSA was asked to create a social media competition for KLM airlines in conjunction with the Aruba tourist board to promote the Dutch Caribbean island of Aruba, with a prize of a flight to the island and a stay in 5-star accommodation.
MSA's strategy was to let users find out more about the island via a series of true-false questions relating to aspects of Aruba culture, wildlife and places of interest.
This was developed into a creative concept called “Are you Aruba?” where participants would discover how much Aruba they had in them based on their score.