Mile-high madness

The world changes but not always that quickly. As a marketing manager in the current economic climate, you may be faced with the tricky task of communicating business as usual, as presented by the following question:

"My budget for this year is limited and we're not introducing any new products or services. How can we communicate our brand proposition and services with new and existing customers without sounding tired and unoriginal?"

As a marketing agency, we love challenges like this as they are often the start of very creative, innovative and original work. We also like seeing the work of others when faced with similar challenges, so let's consider a message that's delivered - almost identically - a huge number of times a day and every time you go anywhere by plane.

Yes, if you've ever flown more than once, the inflight safety briefing will inevitably fail to grab your attention. You've heard the waffle about exits before, vaguely remember something about life jackets and the magazine you bought in duty-free is just far more interesting. And yet, this information could be vital in the case of an emergency and you could owe your life to it. So, how could the airline grab your attention more?

Well, Air New Zealand have teamed up with Richard Simmons, the health and fitness guru, to produce something altogether rather special....

http://www.youtube.com/watch?v=3iaTEgoezNQ