As winter slowly comes to a close, who isn’t ready to avoid the snowmelt and book a trip to someplace a little more tropical? In that spirit, we looked at the top ads from the Airlines category since the beginning of 2014 through today. Looking through nearly 40 nationally airing ads to have debuted during that timeline, it’s obvious from reading consumer responses that flying today isn’t what it used to be. With long lines, the TSA, baggage fees and smaller seats, many have to endure headache before they reach their more desirable destination. Take a look at the top five airline ads, below, or indulge in all ten on this video list.
Delta’s “Traveling Mystery” follows a girl’s teddy bear suitcase on a minute-long journey from baggage check to carousel, making its own flight just in time. As the highest scoring Airlines ad in the last 14+ months, consumers gave “Traveling Mystery” an Ace Score of 670, which is 16% higher than the Airlines average scoring ad.
The ad soared in terms of its Attention and Likeability component scores, coming in at 733 and 734, respectively. High scores in each of these two components indicate that this ad has the potential to break through the clutter of advertising and standout to consumers.
While “Traveling Mystery” may have been simple in its plotline, its strong visuals and powerful message left an impression on viewing consumers. Nearly one in five of the 331 respondents to leave feedback on the ad mentioned how the ad or suitcase was “cute.” Many consumers relayed the ad’s message, saying that since the adorable bag was handled with such care, it made them feel as if Delta takes the same precautions with other aspects of its service.
Even consumers who mentioned that they are not a fan of flying, said that this ad made a difference on how they viewed the transportation method and Delta.
Asiana Airlines’ winning ad combines powerful visuals, a luxurious product and an informational voiceover in 30 seconds of airtime. Coming in as the second-highest scoring Airlines ad since the beginning of 2014, the ad earned an Ace Score of 639 just beating out Southwest’s two ads each with a score of 638.
That ad scored above the current 90-day norm in six of the seven components of Persuasion. Information and Change scores especially exceeded norms, successfully communicating with consumers about Asiana’s in-flight, first-class accommodations. Both of these factors as well as the visual scenes helped the ad’s Desire score also achieve high marks, scoring 10% above norm.
While a majority of the ad’s components scored well above norm, Relevance fell slightly below norm. Reading through the ad’s optional comments left by respondents, it’s easy to see why. Many respondents mentioned that while Asiana Airlines looks incredible, they knew it was out of their price range and would never be a reality they could enjoy.
Tied at third, Southwest’s “Deal With Us” and “Rethinking Entertainment” each spoke to consumers about how the airline’s cost savings are passed along to its flying customers. Fittingly, each ad achieved an Ace Score of 638.
Both ads led with information to communicate to viewers how Southwest saves its customers money. Consumers got the message loud and clear with 30% in “Deal With Us” saying the featured deal was the best thing about the spot while 19% said it was the ad’s message.
Looking at the ad’s Personal Experience scores also reveals how the ad performed so well. In both ads, 8% of respondents considered themselves current Southwest customers while 40% in “Rethinking Entertainment” indicated that they have used Southwest in the past. Current customers awarded “Rethinking Entertainment” an average Ace Score of 716, which is 12% above the ad’s overall Ace Score. Likewise, previous customers gave the ad a score of 679, still 6% higher than the overall Ace Score.
Interesting in both of Southwest’s winning ads, 5% or less of surveyed consumers said they would never consider using Southwest—perhaps an indication both of people’s love of travel and of the Southwest brand.
2014 Olympic sponsor United aired “Hope Of A Nation” during the Winter Games. The musical, attention-grabbing spot earned an Ace Score of 626 with consumers.
With an Emotional Sentiment score of 71 out of 100, many consumers agreed that “Hope Of A Nation” captured the patriotic spirit of the Olympics with a clever and fun spin on boarding a flight. Three hundred and thirty-nine of the ad’s 500+ respondents felt compelled to leave feedback on the ad. Nearly a quarter of those mentioned the “Olympic” games or the “Olympics” with another 14% mentioning “United.” Overall, consumers agreed that the ad was unique, easy to watch and enjoyable.
With these top Airlines ads, it’s easy to see that these airlines know about consumers’ pains with flying; and it seems that addressing those pains and showing off the delightful aspects of flying makes consumers more positive about the process.
