KLM’s newest crewmember, Uncle pilot, took Miffy on a trip around the world.
Miffy started her journey in Amsterdam, followed by Rome, Paris, Barcelona, London and a sunny destination that remained secret for most of the campaign: Rio de Janeiro. Miffy’s travel adventures were captured in 25 videos, hundreds of photos and over 1000 Chinese social media posts. Followers who engaged in the many games, quizzes and online activities had a chance to win KLM and Miffy co-branded prizes. Chinese key opinion leaders living at the destinations helped spread the word to over 175 million people on Chinese social media.