KLM conquers heart of Chinese millennial


Today, KLM is launching its “Never Done” campaign in China. It aims to increase KLM’s brand awareness in China, especially among younger – millennial – target groups. The younger target group approaches travel in a completely different way to previous generations. Research shows that young people want to explore as many new experiences as possible during their travels. The underlying principle of the “Never Done” campaign is to show these young travellers, through real experience, that KLM understands them and is the right partner for them – of course, within the reliable, warm and service-oriented environment for which KLM is renowned.


KLM has produced two video clips that tell the stories of Chinese millennials who have struck “Never Done” experiences from their bucket lists all over Europe – from their first KLM flight to eating herring in Amsterdam, and visiting a Barcelona barbershop. In the first video, KLM presents itself as a reliable, warm and service-oriented partner. In the second video, shot in documentary style, it comes to life through the eyes of well-known Chinese millennials.


The videos were commissioned by KLM and developed by VIRTUE Amsterdam, the creative advertising agency of the Canadian company VICE. The company drew inspiration from cultural research, insights and data from VICE and VIRTUE’s worldwide network, supplemented by readily available KLM research results.

The two videos will be distributed via WeChat, Youku, Weibo and KLM’s local channels and will target Chinese cities with a high millennial population.

Launch video:

Influencer video: