The latest Emirates commercial with Jennifer Anniston is pretty cool; if you haven't seen it, it's basically Jennifer being stuck in economy, not able to have a shower or a drink at the on board bar; then she wakes up and realises it was only a nightmare. Sure ~99% of the population will never get shower at 40,000 feet or enjoy their heated bathroom flooring; but it makes flying desirable, creates a dream and something to aspire to achieve. It's like many of those glossy lifestyle magazines, they showcase plush hotels with $15,000 per night suites, being chauffeured around hotel's Bentley limousine and so on. ~99% will never experience it but it makes us all want it even though its beyond many of us.
As humorous as that is, it seems an unusual strategic decision to me. In effect, you're using a celebrity to showcase the benefits of a product/class of service inaccessible to those most likely to be influenced by the gloss of said celebrity. There are plenty of studies and research into why and how celebrity endorsements can work, and they will show you that many of those with the financial ability to purchase First and Business Class fares, have a more complex understanding of advertising works upon them and are therefore considerably less likely to be influenced by the perceived aspirational and prestige benefits of using celebrity. Admittedly, that advertisement (so I believe) was designed for US audiences as a salvo across the bow of the US airlines arising from their long-running battle against UAE airlines. Not sure if they are trying to suggest that the level of luxury and comfort shown in the featured product can be expected across all levels of service, but I assume there is a reason they don't feature their cramped Economy cabins, not the horrible hard "premium" product on their older 777s, 330s and 340s. Then again, Emirates is a law upon itself and is big enough to do whatever the hell they want in regards to advertising. I think this execution serves to further the perception that they are overly blingy, which is what their domestic market demands.
Take this Qantas ad, and I admit I have been critical of Series 1 and now 2. What are they showcasing? Safe? Comfortable? Coming home? Home to the three bedroom brick veneer home in your average suburb in one of the capital cities. I don't want to see the average three bedroom home in the average suburb - that's depressing. I want to see a glamorous penthouse overlooking the water - will I get there? or many of us get there? Probably not but it creates a dream, a long term desire and it makes us want to investigate further.
In relation to the Qantas Feels Like Home campaign, I feel there is a greater purpose being served than just highlighting product. In a consolidated, coordinated campaign, you have to work on specific levers at different times to bring about the desired action, which I would assume is booking flights and increasing loyalty. There is little to be gained by showing new J suites and First cabins, especially when there are carriers out there with better products on some of their aircraft. The long and short of it is that a majority of audiences of a TV and print campaign are going to be booking Economy. Showing them aspirational images of "a glamorous penthouse overlooking the water" would only serve to reinforce some perceptions in the marketplace that it is an elitist carrier (when compared with VA, JQ, TT etc.) I have been surprised by the number of people who've questioned my choice to stick with QF, because they believe them to be for "uppity wanker business types" - fine by me!
In reality, a three-bedroom, brick veneer home in your average suburb is the reality for most people, and it is these people with whom QF need to strike a chord. Purely based on cabin numbers, Economy and low-fare pax are always going to constitute the bulk of numbers.
By fostering an emotional connection - ie. who do you trust to bring your loved ones back to you at important times - you bring the brand back to a much more human level, a theme which resonates with everyone, rich or poor. Especially after the grounding, there was an initial groundswell of anger at QF for having stranded many thousands of people at an important time of the year. I'm sure their research tells them that this has dissipated with time. There is something to be said for reinforcing the continuity of almost 100 years of service - something along the lines of, we've been here for so long, and we'll be around to look after you for many more to come. Qantas is one of the few brands in this country, which has enormous emotional connection. Regardless of whether they have chosen to travel with QF or not, there'd be few Australians who haven't smiled at seeing that big red tail in a foreign port of a long stint away. Everyone has an opinion about QF, informed or not, so I feel QF is really trying to play to that strength.
Qantas already has a very strong corporate business, one which is kept satisfied by enhancements to products and services, not which requires in-your-face reminders of privilege. The same kind be said of the types of FF who congregate here - we understand the brand and the offering so intrinsically, and are linked by our points accounts etc, such that we do not really form the focus of this type of campaign.
My thoughts only, but I really like the execution. Maybe my marketing background gives me some insight into the strategy driving this campaign?
