I first came across this story in the “Odds & Ends” section article on Boston.com: New Zealand airline issues nude safety video. Basically, Air New Zealand created a “Bare essentials of safety” video that features: “body painted Air NZ staff star in our new Bare Essentials of Safety video, created for our Domestic 737 services.”
Talk about international brand exposure! (no pun intended…ok, maybe a little)
Not only has this brand strategy helped get passengers to pay attention to the in-flight safety video, but it has given Air New Zealand some serious brand recognition.
microsite screenshot - click to enlarge
Overall, the theme of “Nothing to Hide” is very well executed and has generated some serious buzz for Air New Zealand. It is clear that the communications team at Air New Zealand has a true grasp on the impact social media can have on the brand. I am pretty sure the video above could be considered “viral” with more than 1.8 million views. Also, the company has created:
- a YouTube channel: AirNZnothing2hide
- a microsite: http://www.nothingtohide.co.nz/
- and a twitter page: http://twitter.com/flyairnz
Here is the TV commercial:
Editor’s note: While this is clearly a play on sex appeal in advertising, the ads are created in a very tasteful and family friendly manner. Those Kiwis are crazy. Kudos!
UPDATE: The “Bare Essentials of Safety” video has nearly 3 million views as of July 5th. The advertisement has more than 2.5 million views. That is some serious brand exposure.
3 Comments
July 5, 2009 at 1:38 pm
Air NZ found a way to get people to actually pay attention to in-flight safety instructions. An impossible feat… but nothing a great strategy, branded entertainment, and a bit of naughtiness can’t handle. Great post!
July 9, 2009 at 1:02 am
Great post. Kudos to the Kiwis.
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