Ever feel like you were in Groundhog Day? You know, where you relive the same day over and over again? That’s how I feel whenever I speak to a corporate group about social media. Communicators are so afraid of losing control of the message, of people saying negative things about them.
That’s why I love the hutzpah my client Air New Zealand demonstrated this week. It’s new ad showing baggage handlers – one of which is Rob Fyfe, the CEO of the company – and stewardesses painted naked on the job.
The video – promoting full transparency in airfare charges — has caused quite a stir. The point is New Zealand doesn’t jack up the prices when you get to the airport with hidden fees. In an era when all consumers are tired of being lied to or fooled by companies, this is a refreshing stance – candor and transparency.
Yet Air New Zealand took it a step further and created something that would cause a stir. I think the point made is beyond the pricing. Having met with this client, it’s who they are. They have fun, they don’t care, and enjoy making travel kicky. Consider their Gayest Flight promotion from a year ago. Social media is about being you and Air New Zealand definitely feels comfortable showing its character.
Best yet, they’re not afraid to take a few licks in the media or on the blogosphere from conservative types. Getting Google scars – something any successful company has these days – is part of communicating. You can’t please everybody all the time, unless you are saying nothing at all. And at that point you’re just not marketing – at least not well.
It’s an interesting video to display the transparency that the airline has about its fares. So glad that that they can bare to expose themselves out there to the press and everyone. But looking back at this video, I probably wouldn’t have know it was about transparency until later on when they say they have nothing to hide about their fares.
Interesting clip. I suppose it really depends on how it resonates with the audience on whether or not it can be considered successful, which would trump any creative critiques.
I like it when you talk about transparency though. I chuckle every time I think of communicators thinking they ever controlled the message. On the contrary, they never controlled it. The only difference today is that its much more apparent that they didn’t control it because consumer are always ready to remind them of that.
Best,
Rich
I exploit Air New Zealand’s outrageous customer service in my book ‘SMASH the Competition’, out end of June 2009. Air New Zealand handles the details in such a way, that they make the ordinary into something special. They seem to facilitate the details with ease in a very natural way that you immediately sense their authenticity. The eye contact, the body language and the speed at which they move all tell you that you’re in for a WOW experience. Now that’s what I’m talking about. They actually make that long flight seem like a short one.
Thanks for sharing Geoff. I’d like to know the extent of the airline’s commitment to this effort – surely it wouldn’t be a secret;-)