benchmark report
airline marketing
tv, print, ooh
flying reimagined
france is in the air
ETIHAD
AIR FRANCE One year ago, Air France launched its ‘France Is In The Air’ brand platform amid much fanfare, which was generally praised for its creativity and flair. Air France has now embarked on a lavish flight of fantasy in its first global commercial since 2011 with a 45-second spot directed by film collective We Are From LA (which also directed Pharrell’s ‘Happy’ video). The action takes place inside an oversized, stylized airplane cabin and colorful images of French culture and taste play across the screen. Viewers are treated to ballerinas, the Tour de France, a high-fashion photo shoot, pastries, young lovers and more. Most of the performers ride swings dangling from the ceiling. The song Warm in the Winter from ar tists Glass Candy takes centre stage as MARCH/APRIL 2015 ISSUE
the soundtrack. Remixed to include the signature “France is in the Air” message, the soundtrack has also been deployed across touchpoints such as phone call waiting and aircraft boarding. BETC executive creative director Rémi Babinet explains. “Communications for airlines tend to show planes, smiling stewardesses and comfy seats. It all looks the same. We wanted to make people feel Air France’s unique spirit. The airline is a flying embassy of the ar t de vivre that France stands for.” The commercial is broadcasted on tv and in cinemas in France, USA, Brazil, Japan, China and Italy. On YouTube, the spot was viewed over 2 million times in just 4 days and is currently nearing 50 million views.
Etihad has unveiled Nicole Kidman as its brand ambassador as it seeks to drive global awareness of its luxury positioning and has launched its first major global brand campaign starring the Australian celebrity, who also has deals with high-end brands including Chanel. The video spot , created by M&C Saatchi Australia, features Kidman as star and narrator in 30 and 60 second formats and is suppor ted by print, digital, social and outdoor. The spot plays on the Etihad’s strap-line ‘Flying Re-imagined’ and promotes its ‘The Residence’ super-First Class. Print ads also feature its first class apar tments and “the lobby”, an on board bar and seating area for First and Business Class passengers.
around the world, including various landmarks in Abu Dhabi. The spot also features a digitally created scene of Kidman in the interior of the soon to be opened Louvre Abu Dhabi. Kidman was selected because her “sophistication, intelligence, originality and elegance” aligned with the brand. “We are reimagining flying by breaking away from convention and leading the way in innovation, design, style and hospitality,” said Peter Baumgar tner, Etihad’s chief commercial officer. “Aviation is a highly competitive industry where the consumer is swamped with messages from things that are essentially the same.” He added: “In 2014 our brand awareness leaped from 63% to 73% and I have no doubt this new campaign will boost our awareness to new levels.”
The commercial was shot onboard Etihad’s new flagship Airbus A380 and in locations
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
