benchmark report
airline marketing
a not so ordinary call
bare fare
HOP!
HOP! , Air France’s regional low-cost brand, is promoting its low economy fares by exploring a human sentiment that can only be found through face-to-face connection. The carrier’s campaign video, #EnVraiCestMieux , which translates to: “Together is better.”, highlights the impor tance of intimate and in-person interaction in an age when people can stay in touch easily and remotely and have real-time conversations over the web. The video, which has generated over 1.5 million views on YouTube within just a month’s time, explores the relationship between friends, a mother and her son, sisters, and family, as they converse over webcam. On one end of the camera, however, is a reconstructed set of the friend or family member’s home all within the confines of a truck parked outside of
JUNE 2014 ISSUE
SPIRIT AIRLINES
their loved one’s residence. The element of surprise is revealed when their loved one is called down to the door to accept a parcel and discovers their friend or family member right there in front of them. The copy reads, “En Ligne C’est Bon,” or “Connected is good,” followed by, “En Vrai C’est Mieux,” or “Together Is Better.” The adver t concludes with a splash page of air fares as low as 59 Euros, driving home the tangibility of visiting a loved one, whether planned or even spontaneously.
Turning damage control into an advertising campaign is Spirit Airlines’ latest marketing tactic. Having been named the ‘most complained about’ airline in America, the ultra low-cost carrier has spun the story into a positive and provocative light, and launched a ‘Bare Fare’ campaign in which it aims to ‘educate’ the public on its no-frills business model. Or as the airline’s CEO Ben Baldanza puts it: “Let’s own what we are and make it very clear and transparent about the consumer tradeoffs.” The ‘Bare Fare’ video campaign is an illustrated demonstration and guide on how to navigate the Bare Fare - bare boned air fare that is customizable to every passenger’s needs - and its aptly named ‘Frill Control.’ Some copy of note reads, “It’s not to cramp your style, it’s to save you money.” Unbundled pricing is also a point driven home in the video and is meant to prove
that “you only pay for what you want.” Two additional videos that complement the campaign are titled, ‘Jack Goes Bare Fare,’ and ‘Theresa Goes Bare Fare.’ In the spots, Jack simultaneously strips and packs his small-carry on with the clothes off his back, leaving him only in his briefs. Theresa’s video replicates this as she strips down to her underwear. With its provocative nature, the campaign attracts the young traveller, and Spirit hopes their low fares reel them in. Spirit is working with ad agency Barkley to re-brand the airline, complete with a new logo, tagline and the color yellow. The color yellow not only possesses “great stopping power,” it speaks to one’s mood – think “warm, sunshiny and happy,” according to the agency. Since the campaign’s launch, Spirit has earned a large amount of press coverage including nods from USA Today and Adweek.com .
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
