Polle de Maagt, the guy who knows to make happiness viral, to speak at ICEEfest 2015

Creativity, Festivals & Awards

Polle de Maagt, the man behind one of the most successful and awarded campaigns for an airline, joins the line-up of speakers at ICEEfest 2015.

Five years ago, just 2 months after Polish president died in an airplane tragedy, de Maagt and the agencu Boondoggle were trying to give people back the trust in airlines and to surprise the passengers waiting to board KLM flights. This is how “KLM Surprise” appeared, a campaign during which KLM’s passengers received, before boarding, small customized presents based on the information available on their social media profiles.

In 3 months, 28 KLM passengers received customized gifts, but the action of the Dutch company generated millions of positive reactions all over the world, mainly on Twitter.

The campaign, which started from a simple question (Is happiness viral?), scooped a Bronze Lion at Cannes International Festival of Creativity and many other distinctions, including Gold and Silver at Spinawards.

Polle de Maagt, the guy behind the campaign, started since 2006 to write articles on marketing in social media and created, over time, campaigns for IKEA, Starbucks and Nike.

He is just one of the tens of speakers already confirmed for 2015 edition of ICEEfest, event scheduled to take place in Bucharest on June 11 and 12.