• Ad Campaign Shows Air New Zealand Has Nothing to Hide

    29 Jun 2009 /  ad campaign, advertising copywriting, marketing campaign

    Perhaps for the first time, Air New Zealand has managed to created safety videos that people will actually watch.

    With a big dose of humor and light-hearted fun, the video speaks to the company’s lack of hidden fees. How? The safety video stars real-life company employees who are clad only in paint. Yes, that’s right: Paint.

    While your head turns because of the elaborately painted-on uniforms, it’s the copy that is the punch line. At the beginning of the safety video, the paint-clad flight attendants introduce the video with the following copy:

    Flight attendant 1: “Before we lift off, we’d like to give you what we call the bare essentials of safety aboard this flight.”

    Flight attendant 2: “Even if you fly with us quite a lot, we’d appreciate it if you take… a second look.”

    You won’t be surprised that seat belts, life vests and baggage conceal body parts, as needed.

    Perhaps just as compelling as the curiosity factor, though, is that the crew seems to genuinely be having fun — almost laughing — as they impart their safety wisdom. And the music (“Under My Skin,” by New Zealand singer Gin Wigmore ) is upbeat and cheerful. The total effect is that you really do want to watch.

    Along with this new in-flight video is a similar ad campaign that has been running for about a month. The advertising campaign’s slogan is, “At Air New Zealand, our fares have nothing to hide. Which is why the price you pay includes everything — up front.”

    In this ad, paint-clad staffers help with bags and paint-clad flight attendants offer drinks. Again, the tone is playful and the copy is the punch line. Case in point: The ad closes with two women sitting in the airport, watching as two pilots in their painted-on suits walk through the airport. One of the women says, “Do you love a man in uniform!”

    This marketing campaign is successful on many accounts. First of all, the video and advertisement are entertaining (and you won’t be surprised that they have gotten a good viewing on YouTube). But they also effectively deliver a message about the brand. But, for me, perhaps one of the best parts of the marketing campaign is that in this day and age of security lines and cramped legroom, it makes traveling look fun again.

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    Posted by Heather @ 7:10 pm

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