Travelers utilizing Amsterdam airport for a layover account for 70% of KLM's business. But layovers aren't fun, and the airport isn't exactly a theme park for making time fly. To help KLM emphasize its positioning as the social airline, we came up with Layover With A Local. A service that turns your transfer into a trip. It connects the thousands passing through the airport with the hundreds of thousands living in Amsterdam. Travelers are matched with locals, motivated to meet new people. Like language students who'd like to practice a new language or expats who want to show off their hometown to people from their home country.

The most active locals were rewarded with a KLM ticket to the country of their newfound friend.