1. Welcome on board
British Airways Flight TM6!
Destination:
TV Advertising Content & Execution Analysis
Cabin Crew:
Adam Hansen Shazhou Liu
Luis Rivera Junko Ueta
Keifei Wang Dalit Zagorin
*Please fasten your seatbelts for takeoff!
2. Check-in – Content
• Both commercials focus on national pride
• The Race: http://www.youtube.com/watch?v=1n-9-6ULjHY
– follows a young girl’s journey from luggage check-in to baggage claim
– the girl’s British bag “races” against other bags from other countries
to make it to the arrival destination
– features a sports commentator and sound bites from different games
to make it seem as if the bags are competing in a match
• Don’t Fly: http://www.youtube.com/watch?v=M6VzhDE1Wso
– Used the famous British punk band The Clash’s song “London Calling”
as a background music
– travelers boarding a BA aircraft, the plane takes a city tour around
London and finally arrives at the London Bowl arena
– ends with the phrase “Don’t Fly. Support Team GB.”
3. Passengers – Target Audience
• The Race:
– Frequently flyers outside of the UK
– Fans of Olympic games with a large amount of discretionary income
– Families
– 20 years old or older
• Don’t Fly:
– British citizens within the UK
– British expats around the world
– 20 years old or older
4. Direct Flight – Execution
• The Race:
– standardized brand and standardized communication method
– Message Execution styles: Slice of Life and Fantasy
– incorporating BA’s internal distribution system of how luggage is
delivered to their customers, the commercial was also able to show
the message of BA’s prompt distribution efficiency for the customers’
minimum waiting time
• Don’t Fly:
– standardized product and locally adapted communication method
– Message Execution styles: Fantasy
5. Landing – Recommendations
• The Race:
– localize the key part of the commercial to suit the country the
commercial is being broadcasted in. e.g. the luggage which will win
the race and the ethnicity of the girl carrying the winning bag should
be tailored to the target country
– show the feeling of unity and sportsmanship, which is also the
important element of the Olympic Games
• Don’t Fly:
– change the tag line “Don’t fly” to “Fly London” or “Fly to London” to
avoid the negative tone and extend the target audience to people
does not live in London
6. Executive Club Rewards
•
– Other Mediums
Social Media:
– Both TV commercials are featured on BA’s official Facebook page and
Youtube channel
– Interactive mini-site “Take a Plane Down Your Street” allows audience
to customize the HomeAdvantage TV commercial by entering their
postcode (works with address or zip code both in the UK and the US)
– Created “the Sound of #Home Advantage”, a web page which plays a
"symphony" based on tweets, posts and message of support for the
Olympic Games
• Offline:
– Hosted a dedicated area at the Olympic Park for up to 10,000 fans to
watch the Olympics live on giant screens (Park Live)
– A giant painting of British World Champion heptathlete Jessica Ennis
alongside the words "welcome to our turf”