Sassy is the new sex- it sells. Virgin America could easily be mistaken with hiring the cast of “Glee” to work as the crew, the airline has crafted a safety video that mixes aircraft regulations with robot rap, contortionists, a nun, and a touch of sass.
The airline provides a fresh take on what safety videos can be by combining safety and entertainment. The video features 14 dance styles and 36 dancers and singers within a span of five minutes, according to Washington D.C.’s WTop radio station. Virgin Group founder, Richard Branson, used his star power in hiring “Step Up” franchise producer Jon Chu and choreographers from “American Idol” and “So You Think You Can Dance” to help produce the short video.
Virgin America has segmented their market in a reachable manner (Youtube, Twitter hashtag, etc.) in which they were confident would result in a positive response from customers. The airline not only targeted those customers already flying with them by providing in-flight entertainment with their in-flight video, but also those considering flying during the upcoming holiday season by releasing the video right before peak season. Airline companies essentially provide the same purpose, but Virgin America has positioned themselves, now, as a more engaging airline willing to provide a memorable experience starting from the beginning of their service- the safety video.
This humourous and witty video has more that 4 million views in less than a week and they are the first airline to turn a dancing nun into a GIF. If a shimmying nun won’t get you to obey federal aviation regulations, what will?
