Air New Zealand has earned a global reputation for unusually engaging and diverse pre-flight safety videos.
The videos have developed a cult-like following and attract millions of eyeballs upon online release. As always, with this safety video we wanted to top what had been achieved before.
However, this time we were after the attention of older viewers who may not have connected with our previous pop-culture references.
Enter Betty White. A beloved Hollywood icon with remarkable staying power, 91 years-young Betty White was the perfect choice to talk about survival.
We set the safety video in a fictitious rest home in the US, making it the first Air NZ safety video filmed outside New Zealand.
To drive views among the older demographic, the video was supported by a microsite and a ‘watch & win’ competition for people who live life to the fullest.
We spread the word with online and mobile banners, eDMs to Air New Zealand’s database and Readers Digest members.
In the first month, the video received over 2 million views on YouTube.
It was featured by international media including OMG!, Good Morning America, Early Today Show, CNN and Huffington Post, achieving 292 million PR impressions in the US and 184 million in Australia.
It was also a hit across social media, with 8,000 shares on Facebook, 2,800 YouTube ‘likes’.