The amount of marketing exposure as news channels, blogs, Facebook friends liking, and Twitter users retweeting is immeasurable. Out of nowhere, a relatively unknown air carrier from SE Asia has gained brand awareness in markets (like the U.S.) that it doesn’t currently service. They have instantly gained attention in an overcrowded advertising space that is too often full of “me too” spots focused on price points.
I don’t know about you – but an advertiser that focuses on an interesting and unique value proposition (like setting the tone for a fun flight experience via Cebu Pacific’s ads) instantly garners not only my attention – but the attention of an audience that is willing to try a new product or service based solely on differentiation of the experience associated with the brand. Cebu Pacific could expand into routes outside of the Philippines, China, etc. based solely on social media viral ads like this and be successful. Seriously!
Bonus Point #1: The fact that this attention is coming ahead of an IPO? You can see the dollar signs getting ready to add up.
Bonus Point #2: The passengers are engaged for the entire safety presentation. That doesn’t happen in the U.S. – ever.
If a U.S. airline embraced something DIFFERENT like this system wide it would be a game changer in the industry. I’d love to see Delta Airlines or United Airlines or Southwest Airlines start having some fun again. Check out the video:
- Cebu Pacific’s Male Flight Attendants Dance To ‘Safety Dance’ (VIDEO) (huffingtonpost.com)
- Lady Gaga and Katy Perry take over Cebu Pacific in-flight safety demo (gadling.com)
- You: Cebu Pacific eyes $620m from IPO (menafn.com)