benchmark report
airline marketing
spirit of australia
french flair AIR FRANCE Following the runaway success of its “France is in the air” campaign last year, which has earned the airline more than 95 million views on YouTube , Air France has released a new series of ads on YouTube which illustrate different elements of the Air France experience. The one minute videos, in French and English on Air France’s YouTube channel, feature the airline’s customer-centric service , cuisine , onboard comfort , terminal experience at CDG , and its SkyPriority service. Each of these videos ties-in to customer emotions, beginning with a word that encompasses how passengers will feel after experiencing that par ticular Air France product or service: satisf ied, delighted, refreshed, radiant, relaxed. The emotive messages are accompanied by shor t bullets highlighting the main points Air France wants customers to take-away MAY 2016 ISSUE
QANTAS from the ads. For comfor t, as an example, the bullets are simply: “Private space, full lie-f lat seat-bed, HD screen and the latest movie releases”
Creative agency BWM Dentsu has just launched its first work for Qantas in a series of ads and assets about the airline’s employees.
The visuals are f ilmed on colorful minimalist sets, which complement the design of the airlines original campaign and its subsequent print and digital ads.
The campaign harkens back to an earlier “Welcome Home” campaign (video) which celebrated the personal stories of travellers being reunited with their families, and is par t of an ongoing theme of the airline’s marketing.
The campaign is unique in its pared down approach, but also a seamless continuation of a brand ethos which is well established. The new videos have notched up a high number of views with the one focusing on service netting 1.6 million views since being released on 30 March . As a result, one could say that with these videos, Air France is effectively building an appetite for the journey.
In these latest ads, Qantas shifts the focus to all the individuals who make up the Qantas family. “What we took from the ‘Welcome Home’ piece that we loved, tonally and also thematically, was the humanity of it,” said Alex Carr, BMW Dentsu, Managing Director. “There’s a lot of humans in airline ads, but there’s not much humanity, and there’s a huge amount of humanity in the ‘Welcome Home’ piece because it’s true.”
The first Qantas employee to appear in the ads is Rachel Bacon, a Qantas engineer based in Brisbane (video) . Also featured are Qantas A330 captain Egon Mahr,based in Sydney, George Fontoulakis, a Baggage Handler in Melbourne, and Jennifer Catalano, a Lounge Host in Per th. “Our people are at the hear t of everything we do. It’s not just what they do, it’s the personal passion they bring to their job that really brings the Spirit of Australia to life,” Qantas states . To engage customers in a celebration of its people, the airline has created a campaign where prizes are themed micro-site around the employees that star in the ads. For example, one prize passengers can win is a Qantas Flight Simulator Experience, tied into (Pilot) Egon Mahr’s love of flying.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
