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Airline marketing is at its best when competing airlines one-up or call each another out. To launch its Premium Economy class cabin, Emirates released a new marketing video featuring a goose that decides to fly the\u2026<\/p>\n
https:\/\/www.youtube.com\/watch?v=5lGRtUA9Mds<\/a><\/p>\n The only challenge? Air New Zealand did something\u00a0very\u00a0<\/em>similar<\/a> in 2016! Unsurprisingly, in true Kiwi style, the airline released its own video in response to Emirates and called out the airline for seeking inspiration. Now, watch this spot by Air New Zealand.<\/p>\n Gerry ya goose, you got the wrong airline! \u200d\u2642\ufe0f @emirates pic.twitter.com\/Kmjt529dLy<\/p>\n \u2014 Air New Zealand \u2708\ufe0f (@FlyAirNZ) September 2, 2022<\/p><\/blockquote>\n Air New Zealand totally one-ups Emirates in this video. The\u00a0remarkable thing about this video is that\u00a0Air New Zealand\u00a0released its video within 48 hours of the Emirates spot coming out! How is that for turnaround timing?<\/p>\n When I was writing my book SOAR<\/a>, I quizzed the Kiwi airline’s CMO about how they can produce ads so quickly. The secret lies in the proximity of Air New Zealand’s agency to the airline’s office. The CMO can literally walk over to the agency, share a brief and they can start working on something that can be pushed out in record time. The airline has made a habit of this and leverages humour and timing very well.\u00a0Though, is there historical evidence that this technique works? Absolutely.<\/p>\n Back in 2015, Scoot noticed that Spirit Airlines was releasing brand assets that were curiously similar to the\u00a0Singaporean airline – from the brand colours to the\u00a0advertisement styles. Instead of filing a lawsuit, Scoot produced a\u00a0video<\/a> featuring its then CEO, Campbell Wilson, which showed\u00a0how eerily similar Spirits ads were to Scoot’s.<\/p>\n Scoot didn’t just stop there. It went all out, sending Spirit a brand kit and flying a\u00a0blimp over its headquarters in Florida. Ultimately, the\u00a0witty response won Scoot a marketing award. At this point, the airline even sent Spirit a replica of the award. All of this helped Scoot gain a lot of publicity in markets it wouldn’t have been well known in – like Florida.<\/p>\n\n
Scoot called out Spirit on the airline’s marketing being similar<\/h2>\n