2 minute read
Delta - New TV Campaign
Delta - New TV Campaign
How do you get across different features you believe make your airline unique in an ad? If you are Delta’s Ad agency Moxie, the answer is make your ad less like an ad and more like the TV shows it is interrupting.
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A new US TV ad campaign seeks to spoof popular television shows ranging from Veep to Scandal, while highlighting different Delta product features and areas.
For example, last year the airline launched an app for pilots with the aim of helping them identify turbulence faster.
This forms the basis of the ‘Turbulence’ ad, where two political fixers try to get to Washington DC. One explains she won’t fly because of Turbulence, at which point the other character starts explaining how Delta pilots are able to give passengers prior warning of what lies ahead.
Other ads include “biometric boarding” and “co-pilot” where a female politician modelled on the TV show Veep has lost her luggage, at which point her aides tell her that had she flown Delta, RFID technology would have meant she’d be reunited with her belongings by now.
At the same time as releasing its TVdrama themed campaign, Delta has run another street advertising project in New York. The airline worked with artist Celyn Brazier in creating illustrations for the 133 airport codes that represent all the destinations Delta serves from NYC.
To promote Brazier’s artwork, Delta’s social channels featured a geo-targeted Flipagram, a Snapchat filter and scavenger hunt, a Facebook shoppable post, as well as an online store.
In June, Delta ran a joint-promotion with dating app Tinder, in creating a Tinder Wall in New York.
Following research that showed that people are more likely to ‘swipe right’ if the potential date is a world traveller, New Yorkers were able to turn up at the wall and have their profiles remade with a background photo of one of Delta’s international destinations.
Key Take-Away
Copying much loved TV shows for an ad campaign is risky, as it could so easily fall flat if the acting and production values aren’t up to scratch. Delta has avoided that by developing a campaign that recognisably spoofs the different TV shows while also recognisably staying true to what made the programme popular in the first place.
