benchmark report
airline marketing
DEC 2016 ISSUE
A monthly selection of the most innovative marketing campaigns launched by airlines around the world SimpliFlying Dec 2OI6
Issue 51
benchmark report
airline marketing
welcome. Published by aviation marketing strategy consulting firm SimpliFlying, the Airline Marketing Benchmark Repor t contains a wide range of airline marketing case studies each month, providing you with the latest and most innovative social, digital, experiential and traditional airline marketing campaigns recently launched by airlines around the world. Whether you’re looking for inspiration or are eager to help your airline move into the nex t stage of engagement, while also understanding how your airline marketing initiatives compare to campaigns from competitors in general, these repor ts are indispensable for airline professionals working in the f ield of marketing and corporate communications. The monthly repor ts also help agencies that work with airlines stay on top of the latest innovative airline marketing initiatives.
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EXPERIENTIAL
Faced with ever more experienced consumers, who routinely ignore the commercials and ads thrown at them, airline brands are finding new ways to break through the adver tising clutter to connect with consumers. For any questions about the repor t, please contact Shubhodeep Pal at shubhodeep@simplif lying.com. As innovative campaigns come in all shapes and sizes, the Airline Marketing Benchmark Repor t is categorized into the following four themes:
SOCIAL
Besides engaging their online audience via Facebook and Twitter-based campaigns, the airline industry is also busy experimenting with new social media platforms.
DIGITAL
With the huge popularity of smar tphones and tablets, airlines are tapping into these digital platforms to engage consumers, as well as releasing videos online which they hope will go viral.
TV, PRINT, OOH
Despite the current focus on social, digital and experiential campaigns, airlines continue to serve up creative, traditional media-based, initiatives in order to reach a mass audience.
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benchmark report
airline marketing
experiential
easyJet brings holland to london
mannequin challenge
EASYJET In a previous repor t we highlighted easyJet’s ‘Why Not’ marketing campaign. Conceived in par t as a response to Brexit, the campaign seeks to get travellers to embrace spontaneity and travel to Europe . One spin-off from this campaign involved a pop-up installation appearing in London’s Shoreditch district. Created as a collaboration between easyJet, Schiphol Airpor t and the Netherlands Board of Tourism & Conventions, the pop-up involved an aircraft door appearing in a building in place of a doorway . Once inside, Londoners were taken on an immersive tour of Holland with five actors leading the way. Experiences included the ‘canals of Holland’ on a barge, an ar t gallery tour and a bicycle tour. Obviously only a limited number of people were ever actually going to pass by the DEC 2016 ISSUE
VARIOUS easyJet installation in Shoreditch, which is why agency VCCP produced a 360 video to bing it to a wider audience. The installation received considerable media exposure in London, including coverage in Metro, a free newspaper ready by 700,000 London commuters every morning , the vast majority of who are under 45 and so are par t of what the airline calls ‘Generation easyJet.’ According to Ian Cairns, Head of Brand and Marketing Services “Generation easyJet are adventure-seekers and this bespoke, immersive activation totally reflects the fun, energy, exuberance and inclusivity of our brand. We, along with our par tners the Netherlands Board of Tourism & Conventions, wanted to bring something special to Londoners and show them firsthand what Holland has to offer to inspire them to travel” .
By now everyone has heard of the Mannequin Challenge. A little over a month ago it kicked off when a group of Florida teenagers filmed themselves standing still like statues and it spread from there on social media. Following that, everyone from Sprite to Hillary Clinton got involved , and needless to say airlines haven’t been immune to the trend either.
several are worth noting. Denver managed to showcase the whole airport from check-in to departures . Air Asia filmed its mannequin challenge at its corporate HQ, where even boss Tony Fernandes took part , while Singapore Airlines stands out for producing a film at Madame Tussauds Singapore - make sure to watch it all the way to the end .
Here is a selection of airlines that took part:
When a craze like this comes along the question is of course should you do this, especially when the amount of noise makes it difficult to get any cut-through. On balance the answer is: If you can, yes. It humanises you as a brand and shows you to be a ‘good sport’. It gets staff and passengers involved. It allows people to come across your video when doing general searches around the trend. It shows you are current and on the ball. You’ll get PR value from it, as journalists write articles on the trend. And if you can think of a way of doing it a little bit differently like Singapore Airlines did, so much the better!
Virgin Atlantic had a crew and passengers ‘frozen’ in mid flight, take a look at the ‘mile high’ couple emerging from the bathroom , Etihad used actual mannequins , while Emirates did their challenge around an A380 in a hangar, the video of which has been viewed 145,000 times . Ryanair turned passengers in a Dublin departure gate into mannequins , Scoot filmed a Qingdao to Singapore flight while Garuda got a whole business class cabin involved. A nice touch here was that passengers and crew were filmed before the challenge as well as during it . However among the many aviation industry efforts,
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airline marketing
social
ultimate football fan competition
election hangover cure
QATAR AIRWAYS Few events can draw more viewers and cause more excitement than a match-up between two of the world’s top football clubs. Cleverly riding the hype surrounding the upcoming “Champions in Doha” match between FC Barcelona (one of the most successful football clubs in history) and AlAhli SC (one of the most followed clubs in the Middle East) scheduled for December 13th in Doha, Qatar Airways gave spor ty fans on social media the chance to win round trip airfare, accommodations and tickets to the match. To spread the word, Qatar Airways (the official airline of both teams) provided a link to the contest details through it’s official Twitter account and to Facebook, where it was watched almost two million times. Folks were asked to visit the link for more details on the promotion, watch a DEC 2016 ISSUE
AIR NEW ZEALAND shor t video, and check out the terms and conditions. Middle Eastern and African press outlets like Information Nigeria , and Albawaba Business also helped spread the word to football fans by sharing the story. The contest rules were very simple: make a video to show off your best freestyle footie skills, upload it somewhere online, share it with the hashtags #QatarAirways and/ or #QatarAirwaysCup, and finally submit name, age, city and country of residence, and a direct link to their video. In all, six grand prize winners were selected by a panel who judged entries on creativity and originality of submission. One of the six might also get to freestyle in front of a packed and roaring stadium on game day – no pressure!!
In the aftermath of the US Presidential election, which saw Donald Trump beat Hilary Clinton, New Zealand came up as a popular ‘escape’ for Americans unhappy with result. Air New Zealand reacted by producing a video entitled ‘election hangover cure.’ Rather than being originally produced content, the video ties together existing clips of the airline along with post election news headlines and social media screen grabs of Americans saying they want to leave for New Zealand. These are then interspersed with scenes from New Zealand, showing travellers what they could be doing to forget the result, from mountain biking to wine tasting. By using existing footage and screen grabs, Air New Zealand was able to act fast. This video was produced and published on Facebook less than 48 hours after the US polls closed .
It has subsequently gained over half a million video views on Facebook and over 4000 social media shares, which is almost cer tainly an excellent return on the airline’s original investment. In addition to being topical, the video itself ties into the airline’s brand ethos of being slightly cheeky but also friendly and accessible. It is ‘on brand’ and the sor t of thing you could naturally imagine Air New Zealand doing. As well as making a big impact on social media, Air New Zealand’s video gained extensive media coverage for example in the New Zealand Herald , News Talk New Zealand and Stuff . According to New Zealand’s immigration authority, more than 1500 Americans enquired about visas in the aftermath of the election, while there was a spike in Google searches on how to move to New Zealand .
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WOW air 24 hour surf challenge
passengers from hell SCOOT Airline passengers the world over can relate to that sinking feeling when you realise that you are going to be spending hours next to a so-called passenger from hell. Indeed with close to half a million followers, there is a whole Instagram account dedicated to ‘Passenger Shaming’ . Singaporebased low fares airline Scoot has built a whole campaign around this idea. Scoot’s ‘Passengers from Hell’ initiative was used to promote the fact that you can “max your space” by buying up to two empty seats next to you, thereby avoiding the prospect of spending hours in close proximity to a nightmare seat-mate. The campaign featured a video where unsuspecting travellers were subjected to the presence of characters ranging from “Bad B.O Bob” to “The Crying Baby”. The passengers were secretly filmed to see if they could get through twenty minutes without reaching their ‘boiling point’ where they get up and try and move seats. Scoot’s DEC 2016 ISSUE
WOW AIR own social media fans were invited to take par t by coming up with their own names for ‘passengers from hell’ , where travel vouchers were out for the best suggestions. Names submitted included ‘Fidgeting’ Bridget and ‘Snoozer’ Sid. Scoot’s campaign isn’t risk-free and it’s not something every airline could do. Arguably it actually draws attention to a lack of personal space on flights, and the fact that you might as a result be closer to someone you’d really rather not get to know so well. However this comes from the airline that recently produced a video showing off a “Velcro Suit 2000”, as a way to get around luggage restrictions . As a result, while promoting a real product, the video itself is fun and not to be taken too seriously. Indeed, a suggestion from one Facebook user that the passengers in the films are really paid actors, rather than bona fide members of the public simply elicited a winking smiley face from the airline in response .
According to the International Surfing Association there are over 20 million surfers worldwide . Over three million are located in the USA and over a third of those are in California . In addition to being a major surfing centre, California is also where Icelandic low fares airline WOW Air launched two new routes in 2016, connecting Los Angeles and San Francisco with Reykjavik and from there the UK and continental Europe . To promote its new California routes, WOW air teamed up with professional surfer Anastasia Ashley, giving her the challenge of surfing in both California and Iceland in 24 hours . A shor t three minute video shows Anastasia star ting off in Zuma Beach, Malibu, before heading over to LAX for her WOW Air flight to Iceland. She was then taken to Vik, the southernmost village in Iceland , where her guide remarked that
the weather conditions were some of the harshest that he’d seen. Despite all this, Anastasia completed the challenge with over 15 minutes to spare. This tactic really works for a number of reasons. First of all, as we’ve already said there is a clear link in the popular imagination between California and surfing. Secondly, the spor t has a ‘cool factor’ that reaches out to a far wider audience than the c.20 million who actively take par t. That audience in turn is largely affluent and young - exactly the kind of demographic WOW air is trying to attract. Finally, as a professional surfer Anastasia Ashley has credibility. And with over two million fans her own Facebook page (where she shared WOW air’s video) has a bigger reach than many mainstream media outlets. In addition to having been shared on Anastasia Ashley’s own social media feeds, the video has so far gained over 300k views on WOW air’s Facebook page and 30k views on its YouTube channel .
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benchmark report
airline marketing digital
bringing you the best flavors of the world
athlete of the year
SINGAPORE AIRLINES
AIR CANADA
Singapore Airlines has released a new video on its YouTube channel (25,592 followers) called ‘Bringing You the Finest Flavors of the World’. In just one month, the visual spectacle has been viewed more than 700,000 time on YouTube and even more elsewhere.
The video opens with the aforementioned tagline appearing in black letters and surrounded by the five feature meals. Next though, we see gigantic fingers reaching into a microscopic herb garden, grabbing just a few small rosemary leaves… and we know something special is about to happen.
The unique and unforgettable ‘miniature world’ style of the video takes after the airline’s last viral clip , which amassed over 1.75 million views on YouTube. Both videos use tiny versions of airline product and services to illustrate the well-known tagline ‘At Singapore Airlines, No Detail is Too Small’.
It’s truly remarkable how the Singapore chefs use tiny utensils (smaller than toothpicks), tiny bits of meat and diced vegetables, and even a miniature stove and pans to prepare gourmet meals served on plates smaller than a child’s hand. In the end, the dishes are shown next to their fullsize counterpar ts, looking quite identical.
The aim of the video is to draw attention to the airline’s Book the Cook menu, which allows premium travellers to book one of five international meals from an exclusive menu, up to 24 hours before flight.
This video was also pushed out through Singapore Airlines’ Twitter (tagged with #NoDetailTooSmall) and Facebook account , where it has a whopping 2.8 million views and more than 47,000 likes.
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As a proud sponsor of Canada’s Olympic team, Air Canada flies the country’s athletes around the world to compete and train, but the effor t does not stop there. The airline is also active in non-competition years, helping raise the profile of Canadian Olympic athletes (and themselves) by regularly engaging the public and media to drum up excitement. The Air Canada “Athlete of the Year” launched in 2012 as a par tnership with Canadian Olympic Committee. Every year since then, it has recognized one Canadian spor ts figure who embodies the ambition, drive and ability of the nation – as voted by the public. This year the contest was open from November 21st to December 2nd and Canadians could vote for one of three finalists (Derek Drouin , Rosie McLennan and Andre De Grasse ) selected by a
committee of stakeholders including Air Canada, the Canadian Olympic Committee, the former winner, the government and the media. The three finalist athletes each got a bio page at special microsite where folks could learn more about them and how to follow their journeys. Though modest in scale and reach, this contest (which offers round-trip economy tickets, ex-taxes and fees, to a randomly selected voter and First Class tickets plus one year elite status and a page in enRoute Magazine to the athlete) succeeded in showing the airline in a patriotic light, and also won in write ups from Yahoo Sports , TheObserver.ca and the Canadian Olympics website . The contestants themselves also helped to spread the word about Athlete of the Year through their own web pages and social media accounts.
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benchmark report
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five hour stopover challenge
magic on board
FINNAIR Finnair is one of the airlines featured in SimpliFlying CEO Shashank Nigam’s new book ‘SOAR’ , in par ticular for its success in positioning itself as a bridge to and from the Far East via Helsinki. In recent years Finnair has extended this idea in two ways. It has built its brand among Asian travellers wanting to fly West. And it has promoted Finland as a stopover destination in its own right, with a dedicated micro-site suggesting ideas ranging from a visit to an ‘ice sauna’ to a trip to see the Nor thern Lights. A collaboration with Chinese Top Chef Steven Liu touches on both of those points. To celebrate the fact that Liu has created a business class menu for passengers depar ting from Shanghai and Beijing, Finnair teamed Liu up with Finnish counterpar t Sasu Laukkonen in a ‘five hour stopover challenge.’ The challenge sees Steven Liu arrive in Helsinki on his way from Shanghai to Paris, where Laukkonen collects him DEC 2016 ISSUE
TURKISH AIRLINES and drives him to a forest outside Helsinki. Laukkonen tells Liu that instead of going to a restaurant where someone else has made the choices for them, “on this stopover we will make our own choices”, thereby neatly reinforcing a key marketing message. The two then do everything from pick wild mushrooms to catch fish before preparing their meal at the side of a lake. Finally, with an hour to spare, Liu is driven back to the airpor t to catch his connecting flight. When appealing to international audiences it’s of course impor tant to take account of regional differences in social media consumption. As YouTube is largely unaccessible in China , Finnair has published the Stopover Challenge film on Chinese video hosting service YouKu, where it has so far notched up over 165k views . Fur ther videos on the microsite are dedicated to different ‘food stories’ where Liu and Laukkonen look at the different menu creations from the beef to the lobster.
A number of airlines such as Delta and (in par ticular) Air New Zealand have successfully used airline safety videos as a marketing tool, with their effor ts regularly notching up millions of views online. For other carriers that’s both a challenge and an oppor tunity. The oppor tunity is that there is now a proven appetite for these videos as a genre. The challenge however is to produce something that doesn’t look too “me too”, especially as the bar is being raised all the time. Turkish Airlines’ solution has been to enlist social media personality and digital illusionist Zach King as the star of its newest safety video. 25 year old Zach King is known for producing videos on YouTube and Instagram (where he has 16+ million fans ) where his shor t films are edited to look like magic tricks. In ‘Magic on board’ Zach King employs the same techniques for Turkish Airlines, ranging from making a
fellow passenger’s suitcase look like a small toy to blowing into a straw to illustrate the locations of the emergency exits. Having gained almost four million YouTube views in a month, the video has had an enthusiastic reception from bloggers and the media. For example, ’Boarding Area’ praises Turkish Airlines for making a truly engaging safety video that hasn’t had to be ar tificially extended beyond three minutes . The video concept was the idea of adver tising agency Crispin Por ter & Bogusky London, who went to the extent of even hiring a cognitive psychologist, Dr Gustav Kuhn, as a consultant . According to Dr Kuhn, “Magic is one of the oldest and most globally relevant ar t forms, studied by psychologists and neuroscientists alike for its ability to involve and indeed engross an audience. It’s exciting to see an airline tap into this reality, taking the modern inflight safety video in a whole new direction.”
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tv, print, ooh
travel to the U.S. while you still can
welcome to experience class
ROYAL JORDANIAN Although many carriers around the world poked fun at this year’s bruising, often farcical U.S. presidential election, few were as darkly funny and hard-hitting as the Election Day promotion run by Royal Jordanian Airlines. The official flag carrier of Jordan, the Amman-based carrier offered discounted fares in both their Crown and Economy Class on flights from Jordan to popular U.S. destinations like Chicago, Detroit and New York City, while cheekily urging Muslim passengers to “Travel to the U.S. while you’re still allowed to...just in case he wins.” Playing on President Elect Donald Trump’s controversial campaign promise to ban all Muslims from entering the United States – Trump has since softened his tone a bit to a policy of something he calls “extreme vetting” – the campaign generated close to 14,000 shares and likes on the airline’s DEC 2016 ISSUE
ANA Facebook page with more than 2.3K overwhelmingly positive comments to date. And like President Elect Trump himself, Royal Jordanian’s highly unusual ad campaign made headlines around the world on Election Day and beyond and has been written up everywhere from Business Insider UK to the digitally native news outlet Quartz and even NBC News . On Twitter, where hilarious, Muslimgenerated tweets like those bearing the humorous hashtag #MuslimsReportStuff went viral in the last few weeks of the election, Royal Jordanian’s original tweet about the promotion has already been favorited 2.7K times and retweeted a whopping 4.7K times in less than a month. And those are numbers that even President Elect Trump would deem tweet-wor thy!
Although hardcore Star Wars fans the world over know Tokyo-based All Nippon Airways (ANA) mostly for their cool C-3PO, R2-D2, and BB8-themed liveries, most stateside travelers have never even heard of the airline.
Japan for work or play (or sometimes both), the pulse-pounding TV spot features music from Grammy-nominated Electronica ar tist Steve Aoki who also provides curated Spotify playlists via the carrier’s IFE system on some flights.
Hoping to rectify that situation in a big way, ANA launched a new long-term promotional campaign aimed squarely at U.S. passengers flying to Japan entitled: “Welcome to Experience Class” .
Showcasing ANA’s world-class inflight amenities, the campaign was also designed to highlight the impor tance of enjoying the journey as well as the destination, no matter where you sit in the cabin. Already viewed by more than 7.5K viewers on YouTube in less than a month, the spot has also been written up online on such hugely popular sites as Travel Pulse , UK Business Insider and Billboard , and with a dedicated Experience page and future par tnerships with other music, pop culture and fashion world tastemakers planned for later this year, it’s looks like ANA expects this experience to go the distance.
Highlighting not just the many wonders of Japan but also the unrivalled culinary delights and luxury of flying on the number one airline in Japan, the campaign hopes to redefine the meaning of “class” in the air by offering all passengers, across all classes, a unique and immersive experience from the moment they step on board. Geared primarily towards hip, adventurous millennials and baby boomers traveling to
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stay three, stay free
fly smarter
HK EXPRESS Anyone who flew as a child and remembers the truly magical feeling of soaring through the clouds at 35,000 feet for the first time will surely relate to HK Express’s sweetly nostalgic ad campaign entitled: “Stay Three, Stay Free” Inspired by the LLC’s third anniversary, the promotion encourages adult passengers to step back from the daily grind when they fly, and remember the wide-eyed innocence and unbridled enthusiasm of young travelers seeing the world for the first time. It opens with a weary traveler enduring a hard day alone, when suddenly a rainstorm magically unleashes his cute inner child (complete with matching outfit and luggage). The spot playfully encourages HK Express passengers to “travel like a threeyear-old.” Highlighted by fun, upbeat music and shots of travelers jumping in puddles, exploring toy stores and eating ice cream
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AIR ASIA with their inner child doppelgängers, the clip really captures the lost joy of travel. Shot by cinematographer Pung-Leung Kwan , famous for filming several Hong Kong cinema classics, the impossiblyadorable spot was also made available in four different languages to highlight the diversity of HK Express’s regional passenger base. Offering new discounts every two days during the promotion period from Hong Kong to such popular HK Express destinations as Tokyo-Narita, TokyoHaneda, and Nagoya, the campaign was a runaway hit on social media with the initial TV spot generating more than 525,000 views on YouTube alone. The campaign was also written up online on such popular sites as Ads of the World , PSFK , and Marketing Magazine .
Fans of budget-conscious travel will surely get a kick out of Air Asia’s new “Fly Smarter” campaign. Geared towards the carrier’s increasingly impor tant passenger base in Australia and New Zealand, the spots highlight the often comical lengths that Air Asia goes to keep ticket costs down for their passengers on long-haul flights. Timed to coincide with Air Asia’s ninth year of flying to Australia, the spots have a fun, cheeky appeal that is sure to win the carrier fans down under and beyond on watchability and charm alone. Focusing on a handful of Air Asia’s key cost saving effor ts – like using lighter tablet-style IFE instead of bulkier pre-installed systems to save on fuel costs and the fact that the carrier doesn’t pass out peanuts and other unnecessary snacks or even hot towels – all of which are geared towards passing the savings back to their passengers, the most popular clip
has already been viewed 182,000 times on YouTube. Recently voted the World’s Best Low Cost Airline for an unprecedented eighth year in a row by Skytrax (which bases their awards on passenger satisfaction surveys from around the globe) Air Asia’s costsaving measures have obviously struck a chord with their passengers. And judging by the glowing write-ups and comments the campaign has received online on sites like We Love House Sitting , ETB Travel News and on the carrier’s popular Facebook , Air Asia is definitely flying high again with this one too.
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best gift of all HEATHROW AIRPORT Along with the Summer holidays, Christmas is the peak season for most major airpor ts with a lot of leisure travellers and families taking possibly their only flight of the year. The key is, how do you position yourself as a welcoming brand for those families and ideally encourage them to stay longer at the airpor t and spend money while they are there? London Heathrow Airpor t’s solution has been to roll out its first ever Christmas TV ad campaign. Described as a “Christmas it is the sor t of Festive tearjerker” campaign that you’d expect to see from a major High Street retailer. The 70-second promo stars a couple of teddy bears who are flying into Heathrow airpor t, with the strapline: ‘Coming home — the best gift of all.’ After collecting their bags and knocking over a stack of shor tbread, the two fluffy characters make their way to the arrivals gate. As they wander out to scout for their loved ones, two children DEC 2016 ISSUE
come running over. The whole ad is set to “I’m Going Back”, a 1970s song from singers ‘Chas and Dave’. According to Heathrow’s commercial director Jonathan Coen, the campaign looks to capture the excitement of arriving at Europe’s busiest international airpor t: “Christmas is my favourite time of year at Heathrow – the airpor t is abuzz with families and friends reuniting for this special time of year.” . In addition to wall to wall coverage in the UK press, the campaign has reached hear ts and minds worldwide. Writing in aviation blog Fight Chic, Marisa Garcia commented, “It brought tears to the eyes of my in-laws in Colombia and to us here in Denmark. That’s a pretty broad reach.” Best Gift of All is the second major campaign from Heathrow’s new agency Havas. In July, the airpor t’s first ever TV campaign ‘First Flight’ celebrated 70 years of flight at the airpor t by looking at Heathrow through the eyes of a five year old girl .
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SimpliFlying is a global consultancy that believes in thinking differently about aviation marketing. Having worked with over 50 airlines and airports around the world, it has presences in Singapore, UK, Spain, Canada and India. Today, SimpliFlying advises airlines and airports on customer engagement strategy, achieving aviation business goals by harnessing the latest innovations in the social media space.
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