When’s the last time you really watched an airline safety video? I’ll admit to skipping them most of the time. After all these years, I think I know how to fasten a seatbelt, how to find an exit, and what to do when the oxygen masks drop.
In fact, I missed the first part of the safety video on a recent TAP Air Portugal flight, but I was soon drawn in. In the process, I learned a valuable lesson in messaging and marketing.
About 30 seconds in, I looked up from my iPad to see something completely unexpected. First, instead of flight attendants or airline employees, the typical safety script was read (in Portuguese) by people from all over the world. Second, instead of an airplane the settings were beaches, retro trains, cars, and even a golf cart (that’s where we learned how that seat belt works).
As the plane took off, I started thinking of all the ways this approach applies to the messaging and branding we do every day.
From a marketing perspective, how often do we find ourselves talking about a topic day after day, month after month, year after year? Although we often remind people that repetition is critical for a message to sink in, too much of a good thing is still too much.
By taking the core content — what you should know about flight safety — and placing it in completely different contexts, TAP has reinvigorated the same ole, same ole. I’ve seen a satchel go underneath an airline seat thousands of times. Under the seat of a retro train? Never. You have probably seen the animation of a life raft ready to take you to safety, but have you seen someone talk about it as a crowd carries them through a festival? Probably not. That tray table locking in an upright position? Picture it on the backseat of an SUV just before someone goes parasailing.
By driving home their point in a similar but different situation, the video’s message sank in.
Now, let’s talk about how this approach reinforces their brand. Brands are emotional, first and foremost. You can see Ukrainians, Americans, Italians, Swedes, and more proudly speaking Portuguese as they remind us about safety. This approach creates emotional connections in two ways: it makes visitors feel welcome and the Portuguese proud.
Your Turn
How can you turn your message on its head to accomplish the same goals? Here are four steps to take:
- Categorize. First, categorize what people see when they hear or read your message. What do they picture? Is it the office? Their computer? While driving? Money?
- Brainstorm. Next, think of similar situations for what your audience sees. If it’s the office, how about at a sporting event? If it’s their computer, how about a movie screen? Go wild. It’s easier to dial back than it is to dial up.
- Emote. This step may be the most challenging. Take a moment to consider the most appealing feelings you want your audience to experience while consuming your message. For the TAP example, it was a sense of feeling welcome and pride. What is it for you? Freedom tedious problems? Pride in accomplishing a goal?
- Map the Emotion. Finally, think of a way to map that emotion to your message. In the TAP example, it was others speaking Portuguese. What is it for you? For freedom, what about weightlessness? For pride, how about a trophy or statuette?
None of these steps are easy, but good communication rarely is. The point is, do not be afraid to turn your messaging on its head.
That, and travel when you can!
