I came across an external marketing blog about Virgin’s new airline safety video on MARKETO BLOG. Let’s be honest, when was the last time you actually watched a pre-flight safety video from beginning to end? I bet that was a long time ago, so imagine watching this video instead of all those old boring safety videos on the airplane, would you watch? I sure would!
Virgin already known as the hip interactive airline had stepped it up with this all new safety instructional video, it even features a young kid rapper giving instructions. All emergency scenarios are covered using professional signers and dancing in a flawless choreography directed by John M. Chu the director of the classics, “Step-Up 2 & 3” and Justin Bieber’s 3D concert film “Never Say Never”. Some of the dancers from those movies even appear in the video and including former contestants from “So You Think You Can Dance” and “American Idol” participating from singing, rapping, breakdancing and contortion trying to address the message of flight safety guidelines.
Not many competitors have the musical roots as Virgin and this is what I believe what gave them the hook for the video. Also, Virgin’s focus and value on their customers gave them this spark, as they want their airline experience to be different and unique so they could connect with their customers.
Despite safety guidelines being a legal law there’s no Federal Aviation (FAA) rules saying it has to be something that reminds us of something soulless bureaucracy, instead Virgin’s marketing strategy is rather clever by innovating this brand new idea and entering a new market segment for airline safety guidelines. From this innovative and differentiated idea, it’s like a musical that makes buckling a seat belt seem like fun yet maintain their core brand identity and reputation. Virgin being the first airline to take such risks in manipulating an old concept of flight safety tips into something so modern and unique that people are seeking to watch this interesting video. The video was released on the web a week ago (Oct 29th 2013) and became a YouTube hit with more than 4 million views.
You can expect to see the new video on board on flight as of November 2013.
External Blog Link: http://blog.marketo.com/blog/2013/11/the-power-of-human-content-virgin-americas-new-safety-video.html