benchmark report
airline marketing
digital
santa stop here
no detail is too small
AIR NEW ZEALAND Air New Zealand touched hear tstrings this Christmas with its latest video ‘Meanwhile in New Zealand—Santa Stop Here’ . The airline shares the story of 6-year-old Archie, who has moved with his family from Broome Western Australia to Queensberry on New Zealand’s South Island, and who is concerned that he might be too far south— and in too remote a location—for Santa to find him. The video shows Air New Zealand crew helping Archie’s father create a huge sign in Christmas lights pointing toward’s Archie’s new home so that Santa knew exactly where to stop. The airline states that the video has been viewed online by more than two million people around the world, and attracted
JAN 2016 ISSUE
SINGAPORE AIRLINES more than 3,000 comments, 30,000 shares and 34,000 likes on Facebook; with a new comment, share or like posted on the airline’s Facebook page every minute. Air New Zealand’s Head of Global Brand Development Jodi Williams says the video was focused par ticularly on the Australian market, but news of the video reached beyond Australia and New Zealand to international press and on social media. Archie’s mother, Sam Davidson, said the response to the video was overwhelming. “Our phones star ted going crazy the day the video was released and they haven’t stopped since,” she said. “We’ve received lots of messages from friends and family, including many in Broome as well as from people we haven’t heard from for a while which is nice at this time of year.”
To celebrate their f lagship aircraft and build upon a tradition of high-quality marketing videos expressing customer dedication, Singapore Airlines has released a stunning video depicting the creation of a paper-craft A380. In the YouTube video called “No Detail Is Too Small” (which has nearly 1.1 million views) the airline shows us how much thought, care and engineering go into its onboard experience by having American ar tist Luca Iaconi-Stewart build a replica cabin section for each A380 seating class. The video is about 2.5 minutes in length and is accompanied by inspirational piano music. It shows only a drafting table, the ar tist’s hands and the delicate instruments he uses to mark, cut and assemble miniscule pieces of manila folder paper into cabin sections. There is a separate piece of paper cut and glued for every individual
par t in the cabin: tray-tables move, seats recline and First Class Suite doors slide open and closed. No detail is overlooked. The video is f ilmed mostly in time-lapse, but there are shor t intervals of real-time footage to emphasise special par ts of the building process. Within aviation, blog sites such as The Designair and One Mile at a Time gushed about the project. The video impressed bloggers outside of aviation too. Toy culture blog TOYSREVIL and enviro-architecture blog inhabitat reposted the video as well. Singapore’s social team was on point, creating a series of ex tra 15-second videos for Instagram and using the #NoDetailTooSmall hashtag. They also reacted quickly to comments from YouTube viewers.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
