SAS - The Escalator Experiment

SAS - The Escalator Experiment

Scandinavian Airlines (SAS) has taken an experiental approach (both in real-life as well as digitally) in communicating its new A330 cabin interior and the passenger experience it offers on the ground.

Following the contrails of its Comfy Challenge sleep competition (featured in last month’s report), SAS has put passengers’ need for speed to the test with a social experiment carried out at Stockholm Arlanda airport.

The airline rigged an escalator to move at a snail’s pace, leaving the one besides it to run at a faster pace, and recorded passengers’ choices and reactions—all to answer the question: do passengers choose a faster track? The Candid Camera-like comical results are shown in the airline’s YouTube video.

In another experiential initiative, SAS took its new A330 seats on show to Milan, at the Salon de Mobile , and partnered with Google Streetview to let the general public experience its refreshed A330s in a digital way.

Th 360-degree Google Streetview tour of the aircraft interior, lets visitors explore and focus on features which interest them most. High-resolution images let visitors get close enough to find USB outlets on seats and identify the colour of the earphones in economy—light blue. To enhance the engagement of this virtual-reality tour, SAS added map flags which visitors can click, to learn more about select features, and a clickto-book prompt.

SAS complemented the digital initiative with a Google Streetview of its lounge at Copenhagen Airport.