benchmark report
airline marketing
takeoff mode
#flightetiquette
ALL NIPPON AIRWAYS
Now mobile devices are cleared for use during all phases of flight, All Nippon Airways (ANA) has created an app named ‘Takeoff Mode’ which helps distract nervous fliers with a simple puzzle game accompanied by relaxing background music during take-off and landing. Currently available through the Apple store, a player tilts their iPhone or iPad to maneuver a ball over a grid, rolling over game pieces to add or lose extra points and time credits (video here ). There are multiple levels to the game, each more challenging, with por tions of the grid popping up to block the movement of the ball. While the game is being played, the app “listens” to the ambient noise in the cabin, and when the aircraft’s engines are at full throttle during takeoff, a special animation and message is displayed. JANUARY 2015 ISSUE
JETBLUE
ANA developed the app after commissioning a 1,000 person survey, investigating passengers’ feelings about airline travel. The survey found that the most anxious flyers find takeoff to be the most stress-inducing par t of the journey. Interestingly, passengers ranked puzzle games second only to listening to music as their preferred way to relax during a flight.
Whether it’s kicking the seat in front or listening to music in headphones that’s audible from several rows back, poorly behaved passengers are an all-too-common occurrence in the air.
With changes in rules now allowing the use of personal electronic devices during all phases of flight, ANA saw the development of the app as a way to enhance passengers’ in-flight experience.
Snoring, slouching sleepers and the challenges of climbing over fellow passengers for a trip to the restroom are the first issues targeted in by JetBlue in a planned series of over-thetop videos posted on Facebook and Twitter to encourage passengers to think about their behavior and be more considerate of eachother.
In the first week after being introduced in early December, the app has had over 1,100 downloads. An Android version is expected to be available in early 2015.
JetBlue is looking to change that by teaching travellers better manners though a series of humorous video clips centered on the Twitter hashtag #FlightEtiquette .
the entire row of seats as a pillow than stay in their own seat. The second video - “How Not to Make an Exit” shows a window seat flyer who insists on consuming every available beverage and then disrupting surrounding passengers in a less-than-subtle way to make a quick bathroom escape. As JetBlue explains, “Flight Etiquette is not only entertaining and humorous, it also says to our customers that we get you. We understand that on a plane, you’re sometimes forced to rub elbows—literally—with people you don’t know, and a little etiquette goes a long way. We’ve all been there.” More clips in the Flight Etiquette series are planned throughout 2015.
The first video in the series - titled “How Not to Take a Nap” depicts a traveller that would rather use your shoulder, lap, or
8
EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
