Following on from my post a few days ago about airline humour which looked at some comical interpretations of air travel, I thought I’d share some thoughts on a related subject…the antithesis of humour…the airline safety video.
When it comes to flying we all know that the safety video is a necessity and all passengers need to be aware of what to do in the event of an emergency. But we also know that safety videos tend to be as boring as hell. I for one, as a regular traveller, completely switch off and ignore the safety video as it plays whilst the aircraft taxis to the runway, knowing full well that if I did zone back in I could probably recite the instructions word for word. I imagine that many regular fliers are like me and think they’ve heard it all before. So why bother showing it at all if people aren’t going to pay attention? Well I guess there’s no choice in the matter… it’s got to be shown for legal reasons and we also need to be as up to speed as we can possibly be on safety procedures. But with this comes a dilemma… how do airlines get people who think they know it all to pay attention?
Well it seems that times are changing as airlines are beginning to acknowledge this. Strategies are now being implemented for the safety video to go above and beyond simply telling us about how to “adopt the brace position” or what to do “in the unlikely event of the aircraft having to land on water”. The safety video has taken on an additional role… to entertain passengers.
Air New Zealand were the first to get creative with their safety video, using Kiwi-centric themes such as the Hobbit and the All Blacks to capture the attention of passengers:
Virgin America recently launched a fully choreographed, pop style safety video with some quirky dance moves and catchy lyrics. Although specifically designed to ‘grab people’s attention’ according to COO Steve Forte, the video has been a success in the realms of social media and content marketing, with nearly 9 million views on Youtube:
And now Delta have just got ‘on board’, with the launch of their nostalgic 80s style safety video this week which acts as a tribute to their first ever safety video 3 decades ago. In it we see iconic hairdos, big glasses and rubik’s cubes as well as some celebs from the decade bopping along to the retro beats. The video has already had over a million hits in the space of a few days and streams of positive comments such as “Great way to reinvent (the always boring) safety videos!” Take a look here:
We can’t deny that this change in style is having an impact, with these videos now going viral and gaining millions of hits. People are clearly starting to pay attention. The key safety messages are not only being delivered, but they are being done so with personality and banter and as such, the airlines responsible have successfully found a way to engage even the most ‘know it all’ passengers, whilst raising their online profile. I certainly am looking forward to the prospect of seeing one of these videos on a flight and it’s a case of ‘watch this space’ to see which airline is going to get creative next!