Low cost airlines are notorious for making passengers pay for “frills” such as extra baggage, more leg room, food and drink and even the inflight movie. Dutch airline KLM played on this when it gave budget travellers a chance to experience its all-inclusive comfort for free. How? With its agency DDB & Tribal Amsterdam, it created the “Flight Upgrader”, an app that allowed low cost passengers to experience a KLM flight in 360° virtual reality. The app was tested on passengers waiting to board low cost airlines at the airport, while the resulting film spread the message that on KLM, meals, comfy seats, movies and more are all included in the ticket price.