benchmark report
airline marketing
your ana
flight mode
ALL NIPPON AIRWAYS
The past year can be regarded as the year when wearable technologies such as intelligent glasses and smar t watches have become mainstream. Besides the hype surrounding Google Glass and Apple Watch, CNN recently reported a niche in consumer electronics that appears to be growing even faster is GoPro’s line of wearable cameras. GoPro’s high-definition cameras and strapon accessories may have originally been popular with extreme spor ts enthusiasts and ‘vloggers’ but these days the por table cameras are growing in popularity with mainstream consumers even as smar tphone cameras continue to improve. Inspired by this popularity of wearable cameras, Japanese carrier All Nippon Airways has produced a series of videos that have been made from footage shot by
DECEMBER 2014 ISSUE
LUFTHANSA
100 passengers who shared 50 wearable cameras among them. Called ‘Your ANA’, the airline says it aimed to offer a realistic, first person, view of what a journey in its Business Class actually is about. As ANA put it: Our “Omotenashi” service is hard to tell by words. To experience it, we invite you to join the journey in our Business Class. Through our passengers’ experience, you can actually feel like you are there too.”
Many airline passengers appreciate being able to switch their phone to flight mode once on board and to be unavailable for the duration of the flight. But who says that one needs to be in the air in order to take a digital time-out?
To follow the actual support provided the public can visit the Flight Mode microsite and also see where in the world people are currently enjoying a time-out with the Flight Mode app.
That’s the premise behind Lufthansa’s Flight Mode smartphone app (iOS , Android ), which aims to help busy people avoid their digital obligations and temptations for a while, particularly during the busy festive season.
Two videos showcasing the ANA experience were created: one on the ground inside an aircraft located at ANA’s Maintainance Center and one onboard an actual flight. shows how passengers A third video are using ANA’s smar tphone app.
And, with the help of the app users can help not only themselves, but also others. Whenever the Lufthansa Flight Mode app is activated it registers every minute in which the smartphone is in flight mode – whether on board or on the ground.
Says Alexander Schlaubitz, Head of Marketing at Lufthansa: “For us, the Lufthansa Flight Mode app is the natural continuation of what we offer our passengers on board, namely a good time. We are aware that many of our passengers lead a hectic life and are often stressed. That’s why we’d like to remind them that they shouldn’t be permanently ‘on call’ – especially at this time of the year.”
Until December 24, the minutes collected in this way are totaled from all app users worldwide and translated into donations for school and daycare projects in India, Brazil and Benin.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
