benchmark report
airline marketing
make your own safety video
#newyorkdiy AIR FRANCE
AIR NEW ZEALAND Air New Zealand – the airline known for its creative inflight safety videos – has partnered with New Zealand’s ‘Te Papa’ National Museum in Wellington to run a nationwide competition for school kids in years 4 to 8 to create their own version of an ANZ safety video. Addressing school teachers, ANZ encouraged them to: “Ask your students to grab their cameras and get creative. A great day out in the capital for your class and supervising adults!” The safety video should be 2–3 minutes long and will be judged on originality, creativity and ‘fun factor’, with the winners announced at the end of April. A selection of the best entries will also be screened at the exhibition at Te Papa for all visitors to see.
MARCH/APRIL 2015 ISSUE
One class will win the grand prize of a trip to Wellington to visit the airline’s 75th anniversary exhibition, “Air New Zealand 75 years: Our nation. The world. Connected,” and learn about the airline from the Te Papa curator. Second and third prize winners will receive HP Chromebooks for the classroom and HP Officejet Pro X-series printers for their school. Commenting on the initiative, ANZ’s Head of Global Brand Development Jodi Williams said, “We have developed a reputation for our safety videos which have been viewed by millions of people worldwide and always tend to generate a lot of conversation. We’re excited to open up our creative platform to Kiwi kids and, as with our safety videos, we’ll be looking for originality, creativity and that sense of fun.”
In late 2013, British Airways launched a promotional campaign, called ‘Choose Your Own Adventure’ , which cleverly made use of YouTube’s interactive features. Shot in BA’s European destinations of Rome, Paris, Berlin and Barcelona for a first person point-of-view, the viewer was transpor ted via a series of shor t clips that simulated their experience with BA from check-in to arrival into the city of their choice. From there, the viewer could make a choice within the YouTube videos between different sides of the city and personalize their own video tour. A similar idea is behind Air France’s #NewYorkDIY campaign, which aims to let viewers experience New York in a ‘do it yourself’ mode as if they were there.
Visitors to the #NewYorkDIY website star t by making a number of choices about their ideal trip in New York. The first thing is to choose whether they are male or female, followed by a number of other choices about what time they want to arrive, eat for lunch, afternoon activity, evening meal and finally what to do at night. The website then creates ‘the perfect trip’ video based on these choices. In total there are 2,000 different video combinations possible, and all videos are shot by pointof-view cameras that have been mounted on helmets in order to provide viewers with an immersive digital experience. Video here . According to Air France, New York is the first leg of the airline’s ‘do it yourself’ experience, with other cities to follow.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
