Welcome on board! The most original security videos
Attention, emotion and memory are the three fundamental principles of neuromarketing , one more of the advertising resources you are looking for capturing the customer's attention through the emotional realm.
But if we talk about an airplane, it can also be a better resource . That airlines have confused safety with seriousness for years, you know. Richard Branson , one of the pioneers in making neuromarketing work inside an airplane.
How? Well, scratching from where there was not to create a entertaining security video to which someone, finally, paid attention. Seen now, the video isn't much either, but it is true that it was the first time that you could see a caricature of characters (not people) with a very punk vibe accompanied by a very snarky voiceover: "For the point zero zero zero one per cent of you who have never operated a seatbelt before, it works like this…”.
There are many ways to capture the attention of the public, but one of them transcends even the will of the viewer. Virgin America learned from the success of his security video that play with emotions It is the most valuable of advertising strategies, whether doing it through humor, surprise, joy, etc.
To do this, the airline enlisted the help of the YouTube phenomenon Todrick Hall . It was 2013 and this video got so much fame that it was worthy of an MTV award . After Virgin America, it seems that many airlines realized the importance of their demo videos, both for on-board safety and recall. Goodness.
It may be Air New Zealand the airline that has been most successful trying to bring humor to its safety videos and today everyone who has flown with them (and probably who hasn't too), reminds many of the characters from The Lord of the Rings with its star, Elijah Wood, and director Peter Jackson giving safety instructions on board . They repeated the method, again, with the All Blacks, a "resource" that they also used in the past (with their video of Men in Black Safety Defenders )
In the new video, which premiered on board all of the company's aircraft last August 1 , it s members of the most famous rugby team in the world are not the only guest stars, as actor Rick Hoffman, better known as the lawyer Louis Litt in Suits , playing a role traced to that of the American series.
The actor first visited New Zealand in 2017 and took to Twitter to praise the airline as “the most accommodating airline”. The biggest draw for Hoffman in participating in this video was “Air New Zealand's reputation with its safety videos; Air New Zealand is known for its safety videos, for being risky and creative. People want to see something fun on board and Air New Zealand always offers it to them”, the author clarified through a statement sent by the airline. The rest of the passengers agree.
British Airways has been using the resource of having renowned british actors in their on-board safety videos, and judging by what's coming now, it looks like it's working.
In the most recent of all of them appear actors and actresses who have been winners of Oscar and several Baftas awards , but oh my god, they had never appeared in any airline video.
had to come British Airways so that iconic stars like Sir Michael Caine, Olivia Colman or Joanna Lumley explain, or try to, the different security measures to take on a plane, and do so under the watchful eye of the comedian Asim Chaudry , who tries to direct each of his movements.
That second parts were never good does not seem to affect the airline, since this new video is based on the success of the first installment, which featured characters like Gordon Ramsay, Sir Ian McKellen and Thandie Newton , which been seen almost 25 million times.
The string of good reviews and comments suggests that the sequel is even better. Carolina Martinoli , director of brand and customer experience at British Airways, is clear: “ It's great to release another star-studded flight safety video. The first was a huge success, making customers around the world laugh while helping them grasp those all-important pre-flight safety messages.”
The case of British is also doubly commendable, since not only do they add a note of humor very british to safety on board, but also raise funds for a charity.
“Thanks to our generous clients and colleagues, we have raised over £19 million over the last eight years And we hope this video will help us grow our total even more as we support great causes at home and around the world.”
Flying Start saw a 20% increase in donations to Comic Relief (a UK charity founded in 1985 by comic writer Richard Curtis in response to the famine in Ethiopia) after the release of the first security video. At the end of the video, it appears how the passenger can make the donation of it.
And if the British Airways video exudes that characteristic British humor, it's genius to see Sir Michael Caine saying phrases like: " if you want to help anyone else ”, in the case of Air France, the video lives up to the image we all have of France, raising security to practically a catwalk, with the same advice given by other airlines, but told in a much more chic way, of course.
More than the production, stylish on all four sides, yes, it is the power of the message that is more in line with the brand. An elegant execution to the rhythm of ‘Warm in the winter’ by American electronic duo Glass Candy , at Air France they are the only ones capable of suggesting that the seat belt is a great fashion accessory with an amazing naturalness.
And we believe it, of course, to later add that “a non-smoking flight is simply elegant” . Long live France!