benchmark report
airline marketing
tv, print, ooh
delight
dream up, LA
JIN AIR
DELTA
Since 2008, South Korean low-cost-carrier (LCC) Jin Air has been determined to make a name for itself with hip, tech-savvy passengers in the increasingly crowded Asian market.
The humorous commercial, which depicts a 30-something male traveler getting the ride of his life on the speeding fighter, and has already garnered 133.4K views on YouTube .
Timed to air during NBA legend Kobe Bryant’s last game with the L.A. Lakers, Delta Air Lines released its f irst TV ad specif ically targeted at the competitive L.A market .
The airline is going out of its way to brand itself as a cheeky, irreverent sibling of national flag-carrier Korean Air.
The “Delight” campaign continues with a clip entitled “Standing Room Service” , which also used danger and humor to grab attention. Like “Jet Fighter Service”, this video features actors of the millennial age group and shows a fearless young passenger standing on top of a Jin Air branded biplane on a flight to South Korea.
Par t of an overall “Dream Up, L.A.” campaign, the message is that any thing dreamed up in L.A. can become a reality. Donald Sutherland, who has voiced Delta’s series of recent inspirational ads, similarly appears here.
Hoping to attract attention from young and adventurous foreign travelers, Jin Air launched a hilarious and boldly-original television commercial marketing campaign late last year called “Delight.” Aimed squarely at a target demographic of young international passengers looking to explore Korea for the first time, the campaign began last November with a clip called “Jet Fighter Service” . This video (just over one minute long) jestingly promised passengers a flight from Bangkok to Seoul on an “F-380” fighter jet. MAY 2016 ISSUE
The latest commercial promising passengers to anywhere “Direct Drop Service” in Korea has become a viral sensation on YouTube, where it was viewed 450K times in about one month. So far, the fresh and often gut-bustingly funny “Delight” campaign has been written about at ETB Travel News Asia , Travel Weekly Asia , and Travel and Tour World to name a few.
The f irst TV spot, “Walkway” follows the progress of a young man with an idea through LAX, who as he progresses on the moving walkway grows up, his original idea maturing with him, until it is fully developed and on display at the airpor t. The idea the child originally comes up with is a car toon egg astronaut named Shell. By the end of the ad, the idea is “fully hatched.” Delta posted a video of the TV spot on YouTube with the tag
line, “Ideas that star t here, set off to take on the world.” The airline also produced print ads featuring Lakers players and the message: “Every dream is a journey and we’re with you all the way. Dream up, L.A.” The TV spot, produced in English, with a Spanish-language version , is a product of the airline’s creative agency Wieden + Kennedy. “This campaign is meant to sustain the strong momentum Delta has generated in LA over the last several years, where Delta has been the fastest-growing carrier at Los Angeles International Airpor t since 2009,” Delta states . At the same time, and as par t of its LA-specif ic marketing campaign, Delta by reached out to LA’s hockey fans offering early-boarding privileges to any passenger arriving at LAX wearing Los Angeles Kings off icial team jerseys or caps.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
