As passengers on flights to Calgary Canada arrived at their gates, there were huge wrapped blue boxes with none other then dear Santa Claus waiting to ask what they wanted for Christmas this year. While passengers told Santa what they wanted, employees of West Jet were taking notes and preparing for a hectic few hours. While the passengers were in the air, the employees went on a "mad dash of shopping". When the passengers arrived to the baggage claim, with their luggage were the things that they asked for all wrapped up and tied with a bow. The video that was created from the event now has over 26 million views.
I think that this ad is much more affective for many reasons. The first is that it really catches my attention; when I first heard about it on the radio I was compelled to look up the video and find out more. Another reason is that since it spreads through casual conversation, more people will take notice of it. Statistics say that 84% of people will take action on recommendations from people they know. 22% less people said they take action from a TV ad. By spreading the story of what West Jet did, it is more affective than the commercials on TV.
In addition to being more affective, Richard Bartmen (WestJet's vice president of communications) says that it cost a "mere fraction" of the costs of a TV commercial. Commercials can cost up to 4.2 billion dollars so while buying their passengers flat screen TV's, tablets, and socks may seem to add up, it doesn't come near to the amount spent on commercials.
In a Forbes article, Andrew Bender says "If the unbridled emotion of 250 unsuspecting passengers receiving their Christmas wishes doesn’t warm your heart, you may want to consider a Scrooge-ectomy." I couldn't believe this to be more true. The video is truly heartwarming and a top notch form of advertisement.
http://www.forbes.com/sites/andrewbender/2013/12/12/the-real-christmas-miracle-of-westjets-viral-video-millions-in-free-advertising/
http://www.marketingcharts.com/wp/television/data-dive-us-tv-ad-spend-and-influence-22524/
1 comment:
What an interesting story Izzy! I agree that when people see this advirtisment, they are shocked and tell their friends. This seems to me to be the key to getting their name known. Not only will WesJet be known by many people after their commercial, but now they will be known as the nice airline, or the airline that bought 250 passengers gifts! I think that what Andrew Bender said was also very interesting. It kind of seems that we are compelled to like this advirtisement, and therefore the company, because if not we are a Bah Hum Bug! In other words, the company knows that no one will be able to diss their add because they will be looked upon as Bender stated, "a Scrooge."
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