My YouTube ad of the week: Kristof Fahy, William Hill

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Kristof Fahy reviews Air New Zealand

Kristof Fahy, group brand and marketing director, William Hill

Why I like it

It's been hard to miss the Air New Zealand work on my daily travels. While, on a bad day, you can get a little irritated by the happy, wholesome style, I have to say that it has adopted a successfully down-to-earth, friendly, fun positioning. This has cut through and given it a clear position in a crowded and highly competitive market.

Then this video turns up and it's, well, just great. Exactly the kind of thing that will make you feel at home on the plane and reinforce all the work (and investment) it has done in getting you there. Simple, effective and a great example of taking a brand proposition through all the key touchpoints and using digital to drive awareness.

Wish I'd thought of

Air New Zealand has been creating brilliant safety videos for a while – and it's great to see a brand take an attitude beyond above the line.

And the best thing about this approach? It delivers what it needs to do, which is to get people to actually watch the safety film on flights. The added benefit is they can do that before they've even bought a ticket.

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Credits

Brand

Air New Zealand

Task

Air New Zealand wants to be bold and stand out against larger airlines. It expects digital marketing to raise brand awareness and, ultimately, drive sales.

Execution  

Fit To Fly is an ad that doubles as the in-flight safety video on all Air New Zealand flights from next month. Starring the US fitness expert Richard Simmons, the airline’s safety instructions are delivered with the aid of some lurid outfits, disco lights and a hi-NRG soundtrack.

Credit

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