Airlines and the Quest for the Unboring Safety Video
Or, How to Make People Pay Attention to Things They'd Rather Not
In the world of air travel, there are a few things that are guaranteed to happen: you'll be served tiny pretzels, you'll get stuck in the middle seat, and you'll have to watch a safety video.
I don’t fly often for work. But when I do, it is for special projects. At the beginning of the month, I went to the end of the world through two airlines I never used before. Was once again exposed to the good’ol “safety videos” with a twist, which gave me the idea for today’s stack.
For those who remember, before safety video was a thing, safety guidelines where given live and performed by the stewardess as the audio was played for the whole plane to hear.
It was only in the late 2000s that airlines began using inflight safety videos to promote their brands. Airlines started experimenting and creating videos with attention-grabbing choreography and even famous personalities to attract more customers to fly with them.
Airlines have been trying for years to make their safety videos more engaging and less boring. After all, no one wants to sit through a droning lecture about fastening their seatbelts or putting on an oxygen mask. But come on, people, it's a safety video! We're not here to be entertained. We just want to get the information we need so we can get on with our flight.
But airlines are determined to make us laugh, cry, and everything in between. And some of them are actually doing a pretty good job.
Here are a few examples of airlines that are taking the safety video game to the next level.
Virgin Atlantic
If you are like me, you probably remember this as it shook the whole advertising world when it came out and instantly became viral. Their 2019 safety video, “#VXsafetydance” features a group of dancers demonstrating the safety procedures in a variety of funny and unexpected ways. This one displays 2.1 million views on the YT account of Todrick Hall (who wrote the song). Not bad for a safety video!
Speaking of virality, want to hear what it takes to build a brand online? Check out this great podcast episode with Natasha Chang where we talk social:
Emirates
Emirates is known for its high-production-value safety videos, and they've continued to push the envelope in recent years. This is not an “in-flight one” In this one, Emirates takes the soccer field during a game in Hamburg. This is a great pivot on a format that the audience is instantly familiar with (in-flight videos) but more engaging with the soccer audience. This one displays 7.8 million views at the time of writing on Emirates’s YouTube channel.
Air New Zealand
Air New Zealand is perhaps the most well-known airline for its creative safety videos. They've released several award-winning videos in recent years, the one below entitled "The Hobbit Safety Video" is worth the watch, and clocks in 24 million views 🤯!
LATAM
Getting the safety procedures while getting a short visit to South America is the theme of this video. While less engaging and bling bling than the other music video types of some of the competitors, this one allows the viewer to connect with the local culture inherent to the airline.
Qantas
To celebrate its 100th anniversary in existence, Qantas takes you on a time-travel-themed safety video. In this high-end production, Qantas wants to make sure you know Qantas has been there all along during the evolution of commercial flights. This is the “Centenary video”. They are saying they are here to stay… safely saying so.
Air France
We cannot mention safety videos without mentioning Air France’s emblematic safety series based on pure French lifestyle and culture. In fact, the 2015 spot was so popular that they produced a newly updated one in 2019, and then in 2022 with the same cast, concept, and codes, but ramping up the epic factor with a certain “je ne sais quoi”.
So, what can marketers learn from these airlines?
In addition to being funny, safety videos can also be a great way to:
Promote the brand without promoting the brand. Safety videos are a great way for airlines to promote their brand's personality and sense of humor.
Build customer loyalty. When people see that you're willing to have fun and not take yourself too seriously, they relate more easily.
Generate positive word-of-mouth. Funny safety videos are often shared on social media, which can help generate positive word-of-mouth.
In the end, if we take a step back, it is easy to see that airlines are following the ABC of marketing:
Don't be afraid to be creative. There's no need to stick to the same old formula. Think outside the box and come up with something that will surprise and delight your viewers.
Use humor. Humor is a great way to engage your audience and make them more receptive to your message and retain it.
Keep it short and sweet. People are short on attention spans, so make it to the point.
Make sure it's relevant. The ad should be relevant to your brand and your target audience.
Use a variety of storytelling techniques. Don't just rely on talking heads. Use animation, music, and other visual elements to tell your story.
Make sure your ad is visually appealing. Use high-quality visuals that are eye-catching and engaging.
Get your audience involved. Ask your viewers questions or have them participate in a call to action.
Happy flying and happy holidays!
Fabien.
Connect with me on LinkedIn
Drop a comment below, and let me know your take 👇. You can subscribe here if you have no yet.
Listen🎙️ to the Brand Runner podcast on:
Also, drop me a line if you want to be featured on the show, and discuss a topic.