Air New Zealand has released a new in-flight safety video in the aftermath of the viral success of their “Nothing to Hide” television campaign that had airline staff ‘wearing’ nothing more than body paint to illustrate the transparency of their airfares and service.
Perhaps it’s a little ironic that ANZ’s broader television campaign is called Nothing to Hide… because that’s exactly what they’re doing – hiding themselves behind deceptive body paint.
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Many have argued that the campaign was inspired by V Australia after the airline body painted cabin crew around the time of the airline’s launch with Richard Branson introducing the woman as wearing “Virgin’s new uniform”. It’s not unlike Australia’s Trans Tasman brethren to leech off the creative ideas that originate from the mother-country, so we’ll refrain from criticism in the knowledge that they need all the inspiration Australia can provide.
According to Steve Bayliss, Air New Zealand’s marketing manager, the ANZ videos are the most-viewed clips to ever come out of New Zealand. Each video took a day to shoot and cost about 10 to 15 percent of the cost of a major brand commercial.
It’s a good campaign and will likely yield the same viral marketing results enjoyed after the release of their initial campaign. Perhaps the commercial will help put the country on the map for reasons other than its absurd human-sheep ratio.
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