You’ll Get My Attention With a Giant Squirrel

Almost anyone who’s flown more than a couple of times knows what the safety instructions entail on a commercial flight. And so most of us ignore them. Delta Airlines recognized this, and chose to create a series of safety videos full of pop culture references and humor to convince even the most seasoned flier to pay attention.

Delta squirrelI recently got back from a short vacation to Key West (yeah, yeah, humble brag), but I’m not going to regale you with photos. What I want to talk about is Delta’s airline safety, content marketing and storytelling.

I’ve been flying for 28 years, so I’m a pretty seasoned airline traveler. I jockey for a good position in line as I wait for my zone to be called, focus on getting my gear stowed, butt in my seat, seat belt buckled and book out to read as quickly as possible. I don’t mess around.

I also have heard the safety announcements so many times that I tune them out, a problem Eddie Izzard recognized during his comedy show, “Glorious.”

For my flight to Key West, I was prepared to do my usual ignoring of the flight attendants. Instead they announced there’d be a safety video. Oh goodie. Yawn.

But when I saw out of the corner of my eye a giant squirrel putting an oversized acorn into the overhead compartment within the first 13 seconds of the video, I stopped reading, and slipped my bookmark between the pages.

I watched the rest of the 4 minute and 39 second video. I heard people giggling. The kids behind me exclaimed, “Mom! Mom! It’s Yo Gabba Gabba!”

That’s right.

When the safety video ended, I was smiling. Delta had entertained me, reminded me about the usual safety drills, and managed to stay in the forefront of my mind for a solid week between my flight and when I wrote this week’s post. I told my aunt and uncle about the video when I met up with them in Key West. I sent links to the video to my best friend as I was writing this post. I told my dad — also a seasoned traveler — about the video Sunday night on the phone.

You’d think Florence + The Machine dropped a new album. Or that Jon Bonham had come back from the dead. Nope. A Delta airlines’ safety video had me talking.

As I think about it more, the entertaining safety video shows me that there are some creative problem solvers at Delta. The problem they faced was that most passengers tune out the flight attendants sharing safety instructions.

The solution, then, was to use the airline’s sense of humor to tell a story of safety, creatively. From Delta’s News Hub:

Delta launched a series of safety videos beginning in late 2012 meant to grab the attention of even the most seasoned travelers by using pop culture references, surprises and guest appearances — all to communicate important safety messages.

The video I saw during my flight, launched in August 2015, has over 250,000 views on YouTube. The description below the video on the YouTube page reads:

Safety information is information that no one should miss, even if they’ve heard it a dozen times. So to help encourage even the most frequent of frequent fliers to pay attention we’re constantly adding fresh scenes and moments of fun. It’s part of Delta’s commitment to making every part of our passengers’ flight a memorable one.

A few months prior, Delta released “The Internetest video on the Internet” featuring 22 Internet memes and clocking in at more than 9.5 million views after going viral.

Finally, taking this all to the next level, Delta hosted the SAFETYS on Feb. 28, right before the Academy Awards. Following its Twitter feed starting at 5 p.m., the airline revealed which characters from its previous safety videos were up for a SAFETY award, as well as its newest safety video.

Suffice to say, Delta gets it. The airline understands its core business, sure. But it also understands the importance of storytelling and content marketing, of delighting its customers, and also keeping them safe. And, of course, all of this factors into the airline’s unique selling proposition (USP).

After enduring a stream of disappointing flights on a different airline — ranging from poor customer service to cancelled flights — my flight with Delta really showed what Denny Hatch calls “Customer Relationship Magic.” From the free snacks to the entertaining safety video, as well as arriving at my destination early, Delta wowed me. I look forward to racking up frequent flyer miles with them, especially if they feature more giant squirrels in their videos.

Author: Melissa Ward

Melissa Ward is the managing editor for Target Marketing, and she has opinions! More importantly, she's a nerd for great copy and design, a disciple of authenticity, and really loves it when marketers get it right.

4 thoughts on “You’ll Get My Attention With a Giant Squirrel”

  1. There must be something happening in the Zodiak…United is on version two of its revisioning of the safety video. It uses real United personel in very eye-catching (and humorous) “off airplane” situations delivering the safety instructions. Version 2 even imported one of the stars of Version 1, a kangaroo. Each scenario has a giggle in it, my favorite being the garden wedding when the lights go out and the floor lights come on in the aisle, disclosing that the groom has disappeared. Or perhaps its the life preserver lesson in the elevator of the tallest building in Taiwan, or….well, you see. It works.

  2. I absolutely love this! Great to see they are stepping up their game to tend to their audience. Good job Delta! I may have to fly with you next time just for this purpose. =D

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