Because safety is not at odds with creativity, fasten your seat belts that we are going to have a good time.
Attention, emotion and memory are the three fundamental principles of neuromarketing , one more of the advertising resources that seeks to capture the customer’s attention through the emotional sphere.
But if we talk about an airplane, it can also be a better resource . That airlines have confused safety with seriousness for years is well known by Richard Branson , one of the pioneers in making neuromarketing work inside an airplane.
How? Well, scratching from where there was not to create an entertaining security video that someone finally paid attention to. Seen now, the video is not a big deal either, but it is true that it was the first time that a caricature of characters (not people) could be seen with a very punk vibe accompanied by a voiceover with a lot of recession: “ 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 public’s attention, but one of them transcends even the will of the viewer. Virgin America knew, thanks to the success of its security video, that playing with emotions is the most valuable of advertising strategies, either through humor, surprise, joy, etc.
To do this, the airline enlisted the help of YouTube phenomenon Todrick Hall . It was 2013 and this video got so famous 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 for recall capabilities. Goodness.
It may be Air New Zealand airline that most successful trying to bring humor to their safety videos and today everyone who has flown with them (and probably who not too), reminds many of the characters in 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 have also used in the past (with their Men in Black Safety Defenders video )
In the new video , which premiered aboard all the company’s planes on August 1 , the members of the world’s most famous rugby team are not the only guest stars, as actor Rick Hoffman also appears. 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 for 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 added in a statement sent by the airline. The rest of the passengers agree.
British Airways has been using the feature of having well- known British actors in their on-board safety videos for years, and judging by what comes next, it seems that it works.
The most recent of them all feature actors and actresses who have been winners of Oscars and various Baftas , but who, oh my god, had never appeared in any airline videos.
British Airways had to arrive for iconic stars such as Sir Michael Caine, Olivia Colman or Joanna Lumley to explain, or try, the different security measures to take on a plane, and do so under the watchful eye of comedian Asim Chaudhry , 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 , who have 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 important safety messages before the flight. ”
The British case is also doubly creditable, as they not only put a very British note of humor on the safety on board, but also raise funds for a charity.
“Thanks to our generous clients and colleagues, we have raised over £ 19 million in the last eight years and we hope this video will help us further increase our total 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 Ethiopian famine) after the release of the first safety video. At the end of the video, it appears how the passenger can make their donation.
And if the British Airways video exudes that characteristic British humor, it is a 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 that everyone we have from France raising security to practically a catwalk, with the same advice that other airlines give, 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 performance to the rhythm of ‘Warm in the winter’ by the 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 astonishing naturalness.
And we, believe it, of course, to later add that “a non-smoking flight is simply elegant . ” Live la France!
Games, apps and videos on road safety
A new way to promote safe mobility
Not all interactive materials are suitable for all children. Each age range has its interests and its way of learning. The games , apps and videos on road safety included in this section have been designed by experts in the field taking into account the needs of each age .
The objective is to teach in a very visual and participatory way safe behaviors in actions as basic as crossing the street, wearing a bicycle helmet, avoiding accidents at home, among others.
My driver education notebook
Riddles, cutouts or coloring pictures are just some of the activities included in this notebook, which teaches the little ones to know and respect road safety regulations.