Over-the-top Safety Videos From Air New Zealand And Virgin America

Having a mindset about a boring safety video on a plane? Well, Air New Zealand and Virgin America have brought their new safety videos to the whole new level!

This blog post is in response to Jenny Peng’s blog post on November 26, 2013.

Jenny was talking about how interesting the new safety video from Air New Zealand is and, and how it is made to promote New Zealand and emphasize the service by the airline to attract travelers and fans of the movie, The Hobbit.

After watching the safety video from Air New Zealand, I must say that the video is definitely amazing and well created. This video from Air New Zealand also reminded me of another safety video from Virgin America, which widely shared on social media.

Brands like Air New Zealand and the Virgin Group have used their opportunities to promote themselves.  Characters from the Hobbits were used by Air New Zealand as the movie filmed in New Zealand, while the Virgin group used pop music to promote its airline.

With these impressive videos, Air New Zealand and Virgin America chose to differentiate themselves from the their competitor due to intense competition. By receiving 11 million and 7 million views respectively, the videos have undoubtedly made a huge impact on the two airlines and the industry.

Besides, these videos are also appealing and recognized by consumers, which can be seen as reminders to consumers that they exist in the market. This strategy of marketing from both airlines also prove that promotions and deals are not the only way to attract consumers.

In my opinion, Air New Zealand and Virgin America have already shown the public that they are a step ahead of their competitors! And What’s your opinion?

Link to Jenny Peng’s blog: Jenny Peng

 L’Oréal Paris Heads Underground in NYC with Intelligent Vending Machine

This is a blog post in response to an external blog, BrandChannel, on October 31, 2013.

L’Oréal has recently found its new partner, the Metropolitan Transit Authority (MTA), as it strived to offer travelers and people in New York City the whole new shopping experience by launching vending machines in a New York City subway station.

As a marketing student, I am impressed by how this business strategy benefits both L’Oréal and MTA. As mentioned in BrandChannel’s blog, the vending machines take over abandoned newsstand which allows MTA to gain from renting out the space, while L’Oréal took this opportunity to reach and expand its consumer base.

The consumers in L’Oréal’s target market, middle-class female, are known to be time-poor consumers. Besides, New York City is also known as one of the most busiest cities. By placing the vending machines in a subway station, L’Oréal will be able to reach and capture all of its potential and regular consumers.

What makes this business strategy more interesting is the innovation of the machines as they act as “research and development (R&D).” They have a function to measure the level of engagement from the customers who pass by and interact with the customers. The machines can also capture the customers’ information which may be used by the company to improve its products and keep up with demand.

Moreover, these vending machines help the company to shorten up the distribution channel, as the products reach consumers faster. They also can hold up to 700 items which can be considered as a mini-storage. Lastly, the machines also lower the cost for the company, as it is cheaper to launch machines, which can interact with customers as well as human, at multiple locations than setting up stores.

Link to BrandChannel’s blog: L’Oréal Paris and the launch of vending machines in NYC

Lenovo’s New Product Engineer: Ashton Kutcher.
Chinese Computer Maker Lenovo Hires Ashton Kutcher to Help Design Tablets.

Lenovo Group Ltd., a Chinese personal computer producer, has hired Ashton Kutcher, who stars on the television show “Two and a Half Men” and movie “Jobs” which he was portrayed as Apple’s co-founder Steve Jobs, to help design its new product, Yoga tablets. The device will come in a longer battery life with better specifications,  as the company seeks to gain attention from Apple’s customers. The company hopes the endorsement deal with Mr.Kutcher will provide a smooth launch for its Yoga tablets in the US.

With this marketing strategy, I feel that Lenovo decided to play safe by collaborating with Mr.Kutcher to enter the US market, since it’s difficult for a foreign brand like Lenovo to capture the market share in the US, where Apple’s headquarter is located. It is undeniable that Apple has a larger and a stronger consumer base. By cooperating with Mr.Kutcher, Lenovo will be able to promote Yoga tablets to consumers who have aspire to become like Ashton Kutcher. The company will be able to take an advantage of Mr.Kutcher’s positive reputation and popularity (15 million followers on Twitter account). Collaborating with Mr.Kutcher also increases the value of Yoga tablets as it becomes more exclusive. With this marketing strategy, Lenovo will be able to capture consumers who like exclusive products, high technology innovation and have aspiration.

Ironically, Mr.Kutcher was portrayed as Steve Jobs, who was behind Apple’s success, in Jobs. In reality, Mr.Kutcher is in fact a tablets designer for a PC developer, Lenovo. Lenovo’s marketing strategy can also be seen as a way to deteriorate the image of Apple in order to market itself.

Looking from both perspective, either way benefits Lenovo. This marketing strategy is undoubtedly clever.

Links to articles:
Lenovo’s New Product Engineer: Ashton Kutcher
Chinese Computer Maker Lenovo Hires Ashton Kutcher to Help Design Tablets