Air New Zealand has Nothing to Hide
Viral Marketing: Also known as Word of Mouth Advertising. Any strategy that encourages individuals to pass on a marketing message to others, thus creating the potential for exponential growth in the message’s exposure and influence. Just like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, even to millions.
A couple months ago, Air New Zealand launched a television ad with the slogan “Nothing to Hide” (referring to their policy of eliminating hidden fees). The rather cheeky ad featured Air New Zealand staff members dressed only in body paint. It picked up a bit of attention online, but mostly few under the radar.
Then, a couple weeks ago, the company’s Bare Essentials Safety Video launched online. It’s exactly what you’d expect from a flight safety video, unless you’d expect clothed actors. The paint-covered pros helped the video skyrocket to millions of views in just a couple weeks.
Most internet users will forgive a little branding in a creative video, but traditional ads will never get the same kind of interest as a novel presentation. Check out the video (which is carefully cut to hide anything that might offend most coworkers) below:
