benchmark report
airline marketing
vueling app fast and simple
football safety videos
VUELING Vueling put its new mobile app through a death defying test in a new video campaign showing how easily any flyer can book a flight--even a sky jumper. The stuntman who tested the app made his flight arrangements in 52 seconds before deploying his parachute and the video shows his jump side-by-side with a meter measuring the time passing as well as a live screen image of the mobile reservations menu. The airline also ran a promotion asking Facebook followers to share their own onthe-fly reservations experiences using the Vueling app, with a chance to win a flight for two to their choice of Vueling’s destinations. The winner posted: “I can make a flight reservation on the side while I take care of the list of 3.737.383.839 things my darling boss left me to take care of (and while imagining my
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EMIRATES guy and I flying to a marvellous destination to enjoy a mini-vacation).” This app-test stunt promotion was ideally timed around Mobile World Congress in Barcelona, for which the airline also added 63 flights to meet demand. In 2011, Hotels.com ran a similar test of its app (video) in a “X-treme booking” promotion, which featured a stuntman jumping out of a plane with a camera on his helmet recording the bookings process. Vueling’s side-by-side display made it easier to see the reservations process, with both stunts serving as stellar high-stress UI (user interface) tests.
What gets people’s attention in a world saturated by marketing messages? One thing that cer tainly works is taking something very familiar and bringing it out of its usual contex t for a humorous jolt.
At the halfway point in a recent HSV/ Bayern Munich game, eight Emirates cabin crew marched onto the pitch in two rows, while the Emirates logo displayed across the stadium big-screen.
According to Dubai-based brand analyst Omar Ismail, that’s exactly what Emirates has done with the release of its second “football safety video” f ilmed on the pitch at Hamburg’s Voksparkstadion (home of HSV Hamburg) in Germany.
At f irst, the stunt looked as though it would be a carbon copy the last Emirates “football safety video”, f ilmed at Benf ica’s Estadio da Luz in Lisbon. However, this routine took it a step fur ther when the crew members (dressed in long crew jackets, hats and gloves) quickly shifted from a mock safety demonstration into exper t ball-handling and fancy footwork – scoring goals and sending the crowd wild. Between March 3rd and 30th, HSV/ Emirates Safety Video got 458,000 views on YouTube , 1.4 million views and 23,000 shares on Facebook , and the #HelloHamburg hashtag associated with the video is still generating tons of traff ic on other platforms .
“One key element of comedy is subver ting expectations,” he told popular UAE news website UAEinteract.com “So here we have two things that are well known, but in the wrong contex t. Everyone knows the f light attendant routine, and seeing it being applied in a place you don’t expect is where the comedy comes from.”
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