benchmark report
airline marketing
asean traveller / because you can
men in black
AIRASIA / JETSTAR
AIR NEW ZEALAND To coincide with the Rugby World Cup in England, Air New Zealand teamed up with New Zealand’s ‘All Blacks’ national rugby team for the airline’s latest onboard safety video ‘Men in Black Safety Defenders’ . Inspired by the ‘Men In Black’ film franchise, the video sees team members Dan Carter and Captain Richie McCaw appearing as ‘Men in Black’ agents. Other international rugby stars make cameos, such as former England Captain Martin Johnson and former Captain of the Argentine team Agustin Pichot.
the rugby players in a remixed performance of Will Smith’s Men in Black single.
The video was produced in collaboration with Sony Pictures which produced the Men In Black movies and features familiar sets, creatures and special effects.
‘Men in Black Safety Defenders’ has earned 1.5 million views in its first two days online and was close to 2.9 million views at the time of this report.
Men In Black actor Rip Torn reprised his role from the movie as the Men In Black chief, and the flight safety instructions are delivered by
SEPT 2015 ISSUE
Air New Zealand head of global brand development Jodi Williams said the airline was “crazy about rugby”, making the All Blacks the perfect partner for its latest safety offering. “We’ve worked with the All Blacks on previous safety videos and thought it would be fun this time around to have them step into the shoes of the other highly trained Men in Black,” she said.
Two of Asia’s leading low-cost carriers are promoting themselves as pan-Asian brands with initiatives aimed to position the airlines as lifestyle brands. To promote its new ‘Asean Pass’, AirAsia launched an ‘Asean Traveller’ contest, recruiting five winners to explore the wonders of Asean countries as a Beach Specialist, Instagram Ar tist, Selfie Exper t, Pro-Foodie or Extreme Daredevil. Each AirAsia ‘Asean Traveller’ has to complete a list of fun tasks and follow a trip itinerary tailored to their categories, highlighting the wonders of Asean through their trip. AirAsia CCO Siegtraund Teh commented, “The AirAsia Asean Traveller Contest is a great way to showcase how well-rounded the Asean Pass product actually is, whilst giving fans a chance to explore the region to its fullest based on itineraries set by AirAsia according to each position.”
Meanwhile, Jetstar has stepped up its marketing game with the launch of a new campaign that taps on the cultural phenomenon of the Selfie. As par t of its new brand slogan ‘Because You Can’ , the LCC says it aims to empower travellers to travel their way. The campaign marks the airline’s first regional campaign specially tailored for the Southeast Asian audience. Featuring travellers in different selfie poses, paired with various taglines and updated with a touch of magenta, the new brand campaign is being rolled out in seven markets across Southeast Asia: The campaign also features a contest which saw Jetstar give away 20,000 selfie-sticks in Singapore, encouraging Singaporeans to post their pictures on social media using the #JetstarBecauseYouCan hashtag, with a daily prize of SG$100 Jetstar vouchers for creative captions.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
