Pioneer of safety video shorts in aviation, Air New Zealand launched its first creative video , Nothing to Hide , and by the end of July , a series of safety videos had been viewed online worldwide with 130 million , a remarkable box office result.
With the popularity of New Zealand's aviation safety videos, many airlines have joined the queue for brand safety promotional videos. Just this past July, British Airways, Air New Zealand and Singapore Airlines launched their latest creative safety videos.
British Airways has brought in a number of British TV and movie stars, including Hell's Chef God Gordon Ramsay and Mr. Bean Rowan atkinson, to star in the latest safety demo promo, which was viewed 160,000 times in the 23 hours it aired on YouTube.
"Fantastical Journey" is Air New Zealand's latest safety trailer released on 11 July this year, and has now been viewed more than 110,000 times on YouTube.
Singapore Airlines launched its first creative safety video on August 7, moving the safe flight demonstration out of the cabin into the city, which has now been viewed more than 620,000 times on YouTube.
The airline regulations do not specify how airlines should conduct safety demonstrations, which are designed so that passengers can react quickly to staff instructions when an unexpected arrival occurs. The earliest form of safety demonstration was a single presentation and broadcast by the staff, followed by audio recording to video, and the duration was generally about 6 minutes.
One study tested the effectiveness of a series of safety demonstration videos. One of these shorts has a humorous entertainment theme, another is a standard safety demonstration short, and another uses celebrities to interpret the content and importance of a safety demonstration. People were then able to remember 50% of the safety demo content in celebrity interpretation short films, 45% of the safety demo content for those who watched humorous entertainment theme short films, and only 32% of the safety demo content for those who watched the standard safety demo short film.
Playing the short film two hours before the flight, people's memory of all the safety demonstration clips dropped by an average of 4%. This also explains why airlines are starting to launch independent brand safety trailers, and they want passengers to pay attention to the content of safety demonstrations.
Virgin American released "vx safety dance" in September 2013, in which American idol singer Todrick Hall led the flight attendants to explain the common sense of aviation to passengers with a cheerful dance show. The director of the promo had previously directed the mv of Justin Bieber's song "Never Say Never". Less than five minutes long, the film is full of charm and fun, and it quickly became popular on YouTube, and currently has more than 12 million views. The film not only spread rapidly on online social platforms, but also vigorously promoted offline dissemination, on electronic screens and televisions in Times Square, such as the Allen Show.
Delta Air Lines celebrated its 80th anniversary with the release of a retro version of Delta Air Lines Safety Trailer in 2014. The 5-minute short ends with iconic figures of '80s pop culture, including ALF, Teddy Ruxpin and NBA's Kareem Abdul-Jabbar sitting in the cockpit. After the release of the security trailer, it reached 2 million hits in two days, and behind the viral spread was a funny + safety demonstration explanation. 2015 also launched a pair of stupid cute animals, cute animations, a collection of video influencers safety promotional video, starting with "keyboard cat", and then saw two rainbow people, annoying oranges, rainbow cats, screaming goats, love to play chipmunks, etc., and finally ended with "Mantos and Coca-Cola".
In 2015, Air France launched a promotional video that combines elegance, innovation and humor, using a large area of quiet blue and crystal powder, which is the most comforting and secure color in color psychology, which can bring people relaxation and stress relief. The number of hits exceeded 80 million after the release of Youtube.
Turkish Airlines is joint video network cattle people, jianghu known as "witch" of the United States handsome editor zach king to shoot and edit the safety propaganda film, the animals on the picture of the big change of living things, a second to change the scene, the virtual objects on the computer instantly materialized and so on in the Hollywood special effects blockbuster can only see the scene, Zach King uses the borrowing and computer editing effects to make the audience have visual errors, boring safety demonstration screens have become vivid and interesting.
Qatar Airways brought in barca stars and filmed a 4-minute aviation safety video in which six FC Barcelona stars in La Liga – Messi, Suarez, Neymar, Pique, Rakitic and Mascherano – appeared on camera to reinterpret flight safety with flight attendants from a football perspective.
KLM's 3:20-long safety promo is animated on a 1,000 delft blue celadon piece. The blue and white porcelain here is the Dutch Delft blue pottery, which originated from the imitation of Chinese blue and white porcelain by Dutch craftsmen more than 300 years ago, and has now become a national treasure of the Netherlands. This flight safety video uses thousands of Delft blue hand-drawn tiles stitched together into animations.
In 2106, United Airlines launched an in-flight safety promo featuring the upcoming Olympic Games in Rio de Janeiro, Brazil, where cabin safety publicity was combined with Olympic scenes, and the film also featured cameos by men's decathlon world record holder Ashton Eaton and Missy Franklin, known as the "women's flying fish". The 2014 safety trailer goes around the world in style, with crew guiding passengers in different locations on how to use safety equipment.
Qantas has launched a new safety demonstration video based on a large Australian scenery, which is not so much a safety demonstration video as it is an Australian scenery blockbuster.
The protagonist of China Aviation's safety promotional film is a cute giant panda, which uses a traditional animation style. The furry, chubby, and cute panda animation adds to the fun and attention of the safety demonstration.
Hainan Airlines is playing "Huluwa". At the beginning of the story, seven gourd dolls and grandpa are going to go out, and on the plane, grandpa popularizes safety knowledge to the gourd babies. The basic route of the whole film is still the setting of "Hulu Brothers", and the upgrade of the monster is incidentally small science.
The effect of safety video is not only to increase passenger attention to the safety demonstration content, it has successfully attracted the attention of many users who are not involved in the flight, that is, potential consumers. According to tubular data, in 2014, aviation safety video content increased by 80% compared with 2013, including those published by official airlines and shared on social platforms.
Through online video dissemination, airlines have the opportunity to reach thousands of travelers and consumers while increasing brand awareness in highly competitive rivals. Promotional video communication requires a lot of resources, creativity, production and marketing are indispensable, it is difficult for brands to be sustainable, but it can capture the attention of users and improve their attention and trust in the brand. The market for aviation promotional videos has been opened by various airlines, in the future, what can safety promotional videos do in addition to increasing brand awareness? Brand grows into big IP? What will the aviation safety promotional video market look like in the future?